DreamBooks Co.
DreamBooks Co. Brand Refresh
Enlivening a neighborhood bookstore with approachable character.
Client
DreamBooks Co
Services
Visual Identity Refresh, Illustration, Art Direction, Design Collateral
Credits
Art Direction & Principle Designer: Adam Vicarel
Designer & Illustrator: Matt Narca
Design Support: Caroline Adams
The Opportunity
The DreamBooks brand had been incrementally pieced together over the years. Without a strong brand position or clear art direction guidelines, DreamBooks became fragmented across assets and styles, resulting in a lack of cohesion across brand communications.
The Solution
Through research, we identified an opportunity to differentiate by communicating the warmth, tactility, and experience of a used bookstore. Drawing inspiration from well-loved books, page annotations, and marginal notes, we created a design system that uses texture, illustration, and stamps to deliver a "real used bookstore experience," even in digital applications.
Design Strategy
The design system needed to serve two distinct audiences: book buyers and book donors. Digital applications leaned cleaner and more refined to communicate trust and legitimacy, balanced with tactile elements that subtly nod to the coziness of a used bookstore. The physical collateral system leaned further into an expressive personality, creating a stronger emotional connection with the customer.
Illustrations
The illustration style draws from informal scribbles, hand-drawn notes, and annotations found in used books. These illustrations are inherently approachable and add a sense of warmth to the identity. Many of these elements were based on reader behaviors, spaces, or terms, making them feel personal and relatable.
Color and Typography System
The color palette pulled from DreamBooks current primary colors: blue and peach, and expanded the palette with a dreamy, soft and playful pallette that contrasts much of the competitive landscape’s muted and green-washed tones. The typography system balances traditional serif type with an open, geometric sans serif. Inspired by type styles found in old books, the styles selected have a slightly contemporary edge to feel relevant for today's audience.
Stamps and Stickers
The stamp and sticker system is inspired by the stamps found in old library cards. These elements add depth and texture while evoking nostalgia and a sense of community, subtly building trust in the brand.
Collateral Art Direction and Design
Illustrations, typography, and stamp elements layer together to create familiarity and depth, even within digital applications. The system carries a soft, approachable aesthetic that feels both familiar and trustworthy, and functions seamlessly across digital and physical touchpoints.
Digital Asset Design
The core digital experience leans confident and clear, aligning with user expectations for a best-in-class online bookstore. The DreamBooks website serves as both the point of purchase and a resource for donors and local organizations, balancing warmth with trust.
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