Bringing the appeal of physical books into the modern world.
Brand Concept
Naming
Creative Direction
Visual Identity
Graphic Design
Homepage Web Design
With the progressing digitalisation of our lives, moments away from the screen are becoming increasingly rare, but books provide an easy escape. They mean comfort, a welcomed change, a return to simpler times. It’s the sensory experience of physical books that has stopped their cheaper and more eco-friendly digital counterparts from taking over. But reading in general and especially in the information age is so powerful that it’s worth encouraging, no matter the device used.
So, how can we build on the reading experience for everyone? “Hommage” is a concept brand to answer this question—a unique “book shop” that goes beyond books, curating objects and events related to the reading experience, from magazines to furniture, both offline and online.
Hommage is on a mission to simply spread and magnify the joy of reading. The target audience therefore goes beyond avid readers of physical books. E-book readers and those who want to (re)explore reading in a new light, away from stress-inducing environments (think university libraries and school rooms), are included. This called for a nuanced approach to attract a diverse audience.
A brand identity that honours the nostalgic value of print books while also appealing to a modern, digital-driven audience. It feels both familiar and new.
To begin the construction of the brand, we first workshopped a name. We wanted something poetic and ownable that is more conceptual than literal and that the brand could (hypothetically) grow with. So we went with Hommage. The concept of paying homage to all the artists that have shaped our world and keep inspiring change is very true to the ethos of the brand: respect the past and build on it to create the future.
We created a logo mark, colour palette, and bold typefaces that would elevate the brand across the web and in the physical world. The golden thread throughout the visual identity is the tangible quality of the assets as opposed to a highly digital look. To infuse the feeling of print books into the brand, we made use of (paper) textures, handwritten notes, muted tones, and organic shapes.
The brand icon is inspired by botanical illustrations of flowers but expressed in a slightly abstract way. Through its highly symmetrical nature it’s reminiscent of images from the Rorschach test. This encourages creative interpretation and gives the icon a macabre touch. Ultimately, Hommage feels like walking into a magical antique bookshop. Why flowers? Because they symbolise growing (through learning) as much as the need for nurturing (of the mind).
Most book stores opt for an elegant serif type to express a sense of heritage. I did the opposite. Since the other design elements are rather antique-inspired, the word mark can be more casual and friendly to provide a modern contrast.
With Hommage being entirely inspired by the experience of reading physical books, focusing on feelings was of upmost importance. From visiting their social media to browsing the online shop to attending in-store events, the entire experience would need to be well thought-out. So we started imagining what Hommage could do to win over fans if they were an actually-out-in-the-real-world brand. Here’s the rundown: Business cards that allow people to share their new discovery with friends, branded tote bags that become daily companions on shopping trips, stickers that strengthen brand awareness and beautify laptops, and of course an online home that holds the entire Hommage universe.
Building out a website for Hommage further prompted us to think about how we could communicate the brand to a digital-first audience. Hommage couldn’t just be another e-commerce store. We wanted to bring together all of its different aspects on one easy-to-navigate platform.
Guided by the principles of good UX design, the homepage lets visitors discover all products in organised categories. The site also has a search function and a membership portal, including wishlist and cart, to facilitate shopping. But that’s not the only focus. A big part of the homepage is telling the brand’s story. Helping people understand what the brand is all about means that Hommage isn’t just viewed as a product-selling shop but a brand on a bigger mission.
Though a personal project that could be spun out further, the brand in its current shape and form already encapsulates what Hommage is all about: infusing the modern reading experience with some of the magic that the traditional reading experience brings. The indulgence and the charm of physical books have informed a lot of the final look and feel of the brand. By building on that and further developing the brand experience through technology and modern communication forms, Hommage could reach its goal of keeping reading alive for pleasure, self-discovery and connection–beyond its purpose of informing.
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