DEAR FRIEND BOOKS
Brand Identity, 2026
This project is a rebrand for Dear Friends Books, a bookstore café located in Bed-Stuy. The identity is rooted in a sense of closeness, intimacy, and community, reflecting the shop’s small scale and its role as a gathering place within the neighborhood. Inspired by Bed-Stuy’s iconic brownstones, the stepped typography and layout system reference the rhythm of brownstone stoops, creating a visual language that feels distinctly tied to its surroundings.
The identity also acknowledges the neighborhood’s changing landscape and ongoing gentrification. Rather than feeling overly nostalgic or disconnected from this change, the brand balances a contemporary, modern aesthetic with visual references to Bed-Stuy’s history and character. Warm browns, paired with orange and yellow accents, create a palette that feels familiar and grounded while allowing the bookstore to stand out. The result is an identity that feels modern and inviting while remaining rooted in the community it serves.
