Objective
A redesign of the identity of an international bookstore chain that sells books in native languages for different generations.
Background
In an increasingly digital world, reading a physical book in one's native language connects generations and preserves cultural identity. The goal was to move away from predictable, overly commercial retail tropes and create a visual language that combines modern aesthetics with a human presence – celebrating the physical book as both an art object and a cultural anchor.
Concept
The system balances contemporary design with human chaos. The logo is a minimal wordmark with hand-drawn lettering.
The mascot is a friendly, stylised dragon inspired by universal folklore – transformed from a mythical beast into a guardian of stories that breathes “literary fire”.
The system is quiet and sophisticated, borrowing the structural anatomy of a book to frame information.
