Rebranding the local Monroe St. bookstore to visually showcase the quality of books they carry.
When you walk into this the local bookstore, you will always be greeted with a friendly face, and expert advice to guide you to your new favorite book. Their service clearly communicates what they are all about:
Quality, hand-picked book selection, catered specifically for their community of book lovers.
On the other hand, their brand didn’t seem to communicate their values as clear as their service did. Outsiders didn’t see the bookstore quite like the regulars. The side-walkers couldn’t experience the vast range of books unless they made it in the door, and their branding did not do a great job of convincing them otherwise.
So, the reason to rebrand was simple: draw people in the door and convince them that we are not just a mystery bookstore… without changing the name.