Branding and Identity, Creative Direction, Design Systems, Environmental Graphics, Logo Design, Product Design

Who doesn't love books? And cake?

Books & Cake is a joyful, independent bookstore and coffee shop located in Hillsdale, New York. Founded by two authors and podcasters, it was envisioned as a space for learning and as a new anchor for the local community. The visual identity and store design are a celebration of everything literary.

The serifed logo is modern but quirky, with just enough detail to feel bookish without being stiff. The round, open letterforms are warm and welcoming. The bright and cheerful palette has many options for unique combinations, tailored for different applications. The visual identity system is exuberant, flexible, and intuitive to use.

In addition to the primary logo, the system includes a hand drawn illustration of a book with a fork bookmark. This is a fun and irreverent sign off on in-store signage and swag.

June 2025