Case Study: Page Turner. Identity and Packaging Design for Bookstore Chain

“I have gone to [this bookshop] for years, always finding the one book I wanted – and then three more I hadn’t known I wanted,” Mary Ann Shaffer wrote, and that type of magic happens to every bookworm around the world ever coming into the bookstore. Our fresh graphic design project is also inspired by the never-fading power of books. Welcome to take a glance at the bright and trendy identity design concept for the big modern bookstore chain.

The project was accomplished by tubik designers Arthur Avakyan and Yaroslava Yatsuba, with art direction by Sergii Valiukh.

The design process for the project included the following creative tasks:

logo design and brand color palette
a consistent set of original brand illustrations for diverse marketing goals
packaging design for different types of delivery
branded merch design

The logo design presents a combination mark with the symbol that reminds the shape of the open book and the bold typographic part with a brand name spiced up with elements echoing the shape of the symbol. The brand color palette is limited, based on three highly contrastive colors: white, black, and blue.

This visual style approach was applied to the consistent set of custom illustrations and graphic elements for the brand identity. The illustrator used a daring artistic style that combines line and filled elements, dynamic and sometimes looking a little rough. Most illustrations feature a variety of characters reading books, this way setting a strong emotional appeal and instant connection to the topic of books and reading.

The packaging design for the brand was developed for different types of delivery or wrapping goals, so it was thought out for various boxes and envelopes that could be used effectively depending on the size and number of books purchased in the store. From the perspective of visual style, the range was extended, using not only boxes designed strictly in brand colors but also some packaging based on traditional craft paper often associated with classic book wrapping.

To make visual brand communication even more expressive and flexible, the graphic designer also developed a set of bright and catchy branded merch items: stickers, badges, bookmarks, and seasonal gift cards.