Branding
Visual Design
UX/UI
Timeline
10 weeks
Tools
Adobe Illustrator
Adobe Indesign
Adobe Photoshop
Figma
Collaborators
Gabi Garcia Greco
Twice Sold Tales brand refresh
A Seattle hidden gem
Twice Sold Tales is a used bookstore with an extensive inventory and live-in cat residents
located in Seattle's neighborhood of Capitol Hill. Owner Lutton had a humble start to bookselling, peddling her goods from cardboard boxes around Seattle college campuses in the 1980s. Since then, she has established a brick-and-mortar store for Twice Sold Tales. Twice Sold Tales has become a staple in Seattle's Capitol Hill neighborhood, with many loyal customers.
Overview
How might we refresh a bookstore brand that is inconsistent throughout its store and feels slightly out of date?
Solution
Create a consistent brand that keeps the wonder and charm of Twice Sold Tales while enticing customers to experience the hidden gem of this local bookstore.
Humble Beginnings
My partner and I researched how Twice Sold Tales came to be as a team. Twice Sold Tales had a humble beginning. Owner Lutton started bookselling, peddling her goods from cardboard boxes around Seattle college campuses in the 1980s. In 1990, she set up a brick-and-mortar store in Seattle's beloved neighborhood, Capitol Hill. Many who have spent time there consider it a hidden gem, offering an affordable and accessible expansive inventory of books to all.
research process
Personas
Research began by understanding what brought users to Twice Sold Tales. The journey started by selling books out of a wagon to eventually a brook and mortar store. Researching what our competitors offered and how Twice Sold Tales differed from them was essential and crucial in understanding why users kept returning to Twice Sold Tales. We discovered that Twice Sold Tales is affordable and offers the cute comfort of friendly felines around the store. Our research led us to create user personas that helped us understand the variety of customers Twice Sold Tales could reach with a brand refresh.
Competitor Analysis
We looked at local competitors and big bookstore retailers when determining what set Twice Sold Tales apart from other bookstores. It was essential to understand what our competitors offered; that way, we could clearly understand what Twice Sold Tales provided to current and future customers, leading us to our next step in the branding process.
Ideation
Brand Mission, Position and Promise
Twice Sold Tales is an inviting brick-and-mortar bookstore that has been a hidden gem in Seattle since 1990. Our dedicated staff welcomes customers through our extensive buy-sell-trade collection of rare and used books. Here, customers can discover whimsy and knowledge in the overflowing bookshelves and the comforts of feline friends. Our affordable and ever-changing collection is the gateway to their next adventure.
We believe everyone should have access to quality literature and information at an affordable price. We strive to preserve the physical and sensory experience of finding a hidden gem. That’s why we have an ever-expanding collection of unique and used books with a knowledgeable staff to help you find exactly what you want. We ensure our prices stay competitive by selling gently used books. As you browse our overflowing bookshelves and enjoy the company of our live-in cats, you are guaranteed to find unique treasures.
Concept board
When we finished the concept board, the brand refresh started to come more naturally. We were all able to look back at it and make sure everything we were designing was staying on brand.
Design
An adventure awaits
Once my partner and I finished the concept board, we could move on to the design phase of the branding process. One of the first things that was designed was the logo. After many iterations, we finally landed on the perfect one. We wanted to create a new warm and inviting logo by having a door be represented in the logo, so when you step into Twice Sold Tales a new adventure awaits you.
My roles
My primary role in this team-based project was to lay out the brand book and design the print and Instagram advertisements. My partners’ roles included logo, pattern, website, and outdoor signage design. I always returned to the concept board when designing the layout and advertisements. The concept board was always the starting point with all design assets needed and collateral for the brand refresh.
Print advertisement
With the print advertisements, I wanted to ensure they engaged consumers who don't use social media. The print advertisement is simple but still leaves this warm and magical feeling that we hope Twice Sold Tales brand refresh to represent. That way, an ad always invites someone to Twice Sold Tales.
Instagram advertisements
For the social media advertisements, I wanted to use the ever-whimsical portal in our logo to showcase that when you visit Twice Sold Tales, you’re transported to a different world.
Brand book
Once all the design for rebranding and collateral was finished, I could begin the layout design of the brand book. I wanted to keep the brand book simple to let the work speak for itself and also easy to understand so that if anyone ever looked at this brand book, it would guide them on how to design for Twice Sold Tales.
Outcome
The outcome of the project was a very successful rebrand for Twice Sold Tales. It still has that sense of wonder and curiosity but also has a warmth that invites new customers in.
