Twenty Sided Store is a local board game store in Williamsburg, Brooklyn. This is a conceptual pitch with the goal to create a memorable brand identity that will stand out amongst the competition. Board game culture is booming so it was important to elevate the store’s brand to reflect its community and its core principles.
Because of the rise of gaming culture, the 20-sided die is almost ubiquitous. A way for the store to personalize its logo was to have it reflect its location in Kings County, Brooklyn. With the crown, not only does it give a nod to Brooklyn but also show that this store can be a leader and beacon for gaming.
Regarding the typography, it was important for me to show how the spirit of play can be reflected with the letterforms. I wanted to show how the type can literally play with each other. The bars of the “t” can extend towards the “w” or the shoulder of the “n.” The finial of the “i” is extended to reflect the curve of the “d.” Also note how the “s” is extended to reflect the baseline of the bar of the “t” in “store.”
I chose the color palette to be incredibly diverse to reflect the wide-array of games available at the store and to represent inclusivity. The colors are named with a Dungeons & Dragons-theme to be more playful and reflect the spirit of the store.
The following is a mood board of people at play. It represents the spirit of the Twenty Sided Store. I wanted to focus on the bold and diverse games that are offered. It is a welcoming environment that fosters learning and socializing.
The brand principles of the store are…
BOLD: We are a leader for the community and help guide players new and old.
ACCESSIBLE: We are always here to help.
LOCAL: We are a center for players to get together, interact, and create a community.
PLAYFUL: We are people who love games and love playing with others.
DIVERSE: No game is too small and all games are available here.
INCLUSIVE: Everyone is welcome.
INTERACTIVE: We don’t just sell games, we host games. From game nights to scavenger hunts, every week is something fun.
No matter who you are, there’s a gamer side to you.
This mantra embodies the store’s principles of inclusivity and playfulness.
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