Skeltch - Contemporary Stationery Brand Skeltch believes in the power of pen on paper and strictly commit to human artistry. The wordmark logo reflects the spontaneity and expressive nature of analog creativity. The secondary typeface is a typewriter font, which adds a touch of nostalgia. The notebook covers are designed to each celebrate a different aspect of the artistic process. Here, notebooks are not categorized by function, but as an object is inspiration to creators. Let me know if you guys like it! 👇🏼

Categorizing the notebooks by what inspires the creator instead of by function is a smart reframe, it changes how someone actually shops for them. The typewriter secondary type pairs well with that analog, handmade feel too.

Evolution, not revolution.

Don Mamino already had over 30 years of history, so the challenge wasn't to create a new identity. It was to understand what people already connected with and update the brand without losing that familiarity.

After analyzing the brand and its audience, I realized this wasn't a trendy coffee shop. It's a place where families and friends gather, and where many older customers still meet for coffee and conversation. That became an important part of the design direction.

For that reason, and after talking with regular customers and the staff, I decided to keep the original color palette, refining it instead of replacing it. To give the brand a refresh without losing its identity, I worked with three keywords: ornamental, symmetrical, and warm.

These helped create a visual language that feels more current while still reflecting the brand's history.

This is good!