THE RUBY RABBIT
Category
Branding
Deliverables
Business Card, Letterhead, Second Sheet, #10 Envelope, Brand Kit
Design Challenge
Rebrand a bookstore. Use a comprehensive design process including research, analysis, business strategy, and organization to create a brand identity program. Design the primary identity and apply it to a variety of brand touch points across media. Create a brand style guide to understand who the brand is, what they stand for, and what they promise to deliver. This will guide how branded marketing materials are conceived and produced in the future.
Creative Solution
I chose to rebrand a modern bookstore located in Shanghai, China. I began brainstorming ideas after researching the store’s mission as well as the area’s history. Drawing inspiration from the store’s mystifying atmosphere and deep red accents, I renamed it The Ruby Rabbit and created the tagline, “Shanghai’s Literary Gem.” In Chinese culture, the rabbit is a symbol of luck, peace, and creativity, which aligns with the bookstore’s vision for its visitors. The color palette pulls from the store’s sophisticated interior and reinforces its modern yet inviting spirit. Every aspect of the new identity was designed to highlight the distinctive attributes of the brand while strengthening its credibility, fostering trust, and cultivating a loyal customer base. The result is a refreshed brand system that authentically represents the bookstore’s personality and business objectives.
