DreamBooks Co. Visual Identity Refresh
Client: DreamBooks Co.
Services: Visual Identity Refresh, Illustration, Art Direction
Credits: Art Direction & Principle Design: Adam Vicarel
Lead Designer & Illustrator: Matt Narca
Design Support: Caroline Adams
Enliven a neighborhood bookstore with approachable character.
THE OPPORTUNITY
As part of a larger brand repositioning exercise, Einstein Bros. Bagels was evolving its store design to feel more premium, vibrant, and welcoming. There was a need for a more cohesive art package that could help transform the space into a more energetic and neighborhood-oriented space, while reinforcing the brand’s optimistic personality and resonating with a younger, design-aware audience.
THE SOLUTION
Vicarel Studios developed two key sets of deliverables: seven gallery-style artworks and two styles of a vinyl mural. The gallery pieces visualize people “owning the morning,” celebrating the joy and ritual of fresh-baked breakfast, and serve as visual anchors behind tables throughout the stores. The vinyl mural introduces a large flood of warmth, energy, and brand texture across the space. Together, the artwork supports the updated interior finishes and breathes new life into the environment, helping the updated Einstein locations feel more vibrant, contemporary, and distinctly their own.
Artwork Strategy
Vicarel Studios approached the artwork package as a strategic extension of Einstein Bros.’ evolving brand. Working closely with the leadership team, we defined how the artwork could elevate the guest experience while reinforcing the brand’s optimistic, premium, and neighborly personality.
Through moodboards, positioning exercises, concept iteration and stylistic exploration, we created an series of illustrations that are rooted in warmth, playful fun and everyday morning rituals. The final illustrations balance product cues with character-driven storytelling, creating a contemporary artwork seires that resonates with Millennial and Gen Z audiences and reminds the viewer that owning the morning starts with Einstein’s.
Character Illustrations Drawn for Humans by Humans
In a world filled with AI illustration slop, we felt it was important for these illustrations to communicate a level of humanity to actually resonate with Einstein’s customers. Each illustration was drawn by hand (iPad) with layers of texture and lighting effects to add depth, warmth and a sense of approachability.
Vinyl Mural Strategy
For the vinyl mural, Vicarel Studios developed a densely illustrated pattern that celebrates the world of fresh-baked breakfast. Combining bagel motifs, ingredients, bakers, morning rituals, and neighborhood moments, we created a repeating pattern designed to work across a variety of wall sizes and aspect ratios.
The vinyl mural serves as a more subtle, tone-on-tone backdrop in locations that display the gallery artwork, as well as a more vibrant, colorful art piece in locations that do not have the space for gallery installations. Regardless of which version is used, the design reinforces the brand’s optimistic personality and brand position.
