Books: Brand Design
Amina BJ
Design for the paper bag featuring the store’s logo, a custom hand-drawn sparkle illustration and additional visual elements that round out the overall aesthetic. These include a bespoke decorative border, location details of the physical store and a brief vision & mission statement placed near the bottom of the bag.
Custom hand-drawn illustrations:
Left: A hand reaching for or holding a sparkle — a symbol of strength and imagination. This illustration pays homage to the expression “Büchernarr” (book fool / bibliophile) and evokes the feeling of getting lost in and with a good book.
Right: A postage stamp-inspired illustration containing sparkles — elements meant to evoke the dark academia aesthetic. The sparkle also represents the historical literary movement of the Enlightenment, tying the visual to both intellectual curiosity and timeless storytelling.
Two notebook designs:
A pair of notebook designs presented in distinct color variations, each incorporating different elements of the brand identity. Both covers use the signature typography and details. Notebooks are thoughtfully chosen to have a function as part of the stationery design — an active invitation into the world of literature, encouraging daily encounters with imagination, stories and written thought.
Bookmark designs showcasing hand drawn brand illustrations and custom elements.
Again, different custom brand elements on pins that can be used on tote bags, backpacks, clothes etc.
Project Scope
This project involved the development of branded visual assets for a concept bookstore including a custom paper bag design, notebook and bookmark designs + a set of hand-drawn illustrations. The aim was to create tactile and story-driven print materials that not only serve functional purposes but also extend the bookstore’s identity into the everyday lives of its visitors. Each item was designed to speak to book lovers who appreciate thoughtful aesthetics and a connection to literary culture.
Concept & Approach
At the heart of this project is the idea of literature as a deeply personal, imaginative and transformative space. The visual identity leans into the romantic and intellectual spirit of reading — drawing from aesthetics such as dark academia, vintage ephemera and Enlightenment-era symbolism. We chose a handcrafted, illustration-focused approach to express the brand’s soulfulness with a strong emphasis on storytelling through visual cues. Every detail, from the sparkles to the frame lines, is carefully placed to echo the feeling of getting lost in a good book.
Product Details
The product suite includes a custom-designed paper bag, two notebook variations, pins, a tote bag and bookmarks.
The paper bag features the logo, a custom frame, location details of the physical store and a brief vision & mission statement — making it both functional and reflective of the brand’s ethos.
The notebooks are intentionally chosen as part of the store’s stationery offer: inviting, collectible pieces in different colorways, adorned with visual brand elements.
The bookmarks highlight illustrated motifs from the brand world, encouraging continued interaction beyond the store visit. All products are designed to be both beautiful and usable — extending the bookstore’s charm into readers’ daily routines.
The pins feature various custom brand elements — small wearable icons that can be used on tote bags, backpacks, jackets and more, allowing customers to express their literary affinity in a playful, visible way.
The tote bag presents a larger canvas for the brand’s visual identity, featuring the hand-drawn illustration of a hand reaching for a sparkle alongside the logo — a symbolic, artistic piece meant to be worn, reused and noticed.
Visual Direction
The visual language is warm, nostalgic and grounded in analog charm. With custom hand-drawn illustrations as the foundation, the design relies on earthy tones, vintage-inspired textures and a balanced blend of whimsy and sophistication. Influences include the aesthetics of dark academia, Enlightenment symbolism and classic book design — all tailored to create a brand presence that feels intimate, curious and timeless. Each asset is made to feel like a keepsake, evoking the quiet magic of literature and the personal connection readers build with the written word.
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Posted Aug 2, 2025
Timeless classics or fresh new voices. BOOKS is a english bookstore for curious minds and wandering hearts. Fiction, thought and everything in between.
