The scope of the project covered a complete identity, stationery, colour schemes, typography, shop fit-out, advertising and marketing materials, design, layout, writing and production.

Re branding raised the shop’s profile and stimulated new interest. The owners gained flexibility in developing their own marketing approaches.

Martin chose to let the name - The Next Chapter Books - speak for itself. The starting point for the logo was the concept for the new shop’s fit-out which was to create a smart space in neutral colours - charcoal, grey and white - where books provide all the colour and interest. The front of the shop would in effect be a charcoal coloured frame leading to the “world” within. 

The concept of “new worlds to discover in books” became a tag line and key theme for graphics and typography.

The new logo, typography and colour palette, complimenting the store design, were followed by the design of large wall graphics and signage, special packaging, stationery and advertising.

We developed and wrote an ongoing series of ads in the local press to explain the “transformation” of the store from a large franchise chain store to one with its own unique brand.