Long Live the Bookstore

BRANDING

Our team jumped on the opportunity to develop fresh branding for this queer-owned, Minneapolis-based independent bookstore. Long Live the Bookstore (formerly Beck’s Books) stands for everything we need more of in the world: Community, curiosity, and marginalized voices.

Text on a dark background reads, "WE EXIST FOR THE CURIOUS, THE QUEER, AND THE RADICAL" in yellow font.

PROBLEM

Long Live the Bookstore (LLTB) believes in the power of critical thinking, literacy as liberation, and prioritizing physical media in a world filled with digital noise. They have radical values and a huge personality—but this wasn’t reflected in their original branding (which consisted of a logo and a few colors). 

They wanted branding that more accurately reflected what they’re all about, while also giving them a strong, recognizable brand identity.

APPROACH

We pulled off a full rebrand filled with new logos, visual elements, typefaces, colors, and even a cute little mascot to represent LLTB’s cool, cozy, and curious energy. The new logos and digital elements were all drawn by hand, emphasizing LLTB’s creative and human-centered values.

RESULT

This thoughtful rebrand allowed LLTB to represent itself in a more authentic, values-aligned way. Their new visual identity was celebrated by the community on socials, with engagement on their rebrand announcement outperforming their average post engagement metrics from the past six months.

Green wrapping paper with a pattern of various small doodles like stars, spirals, and abstract shapes, partially covering a white piece of paper with a brown circular sticker that reads "LLTB."
A bright yellow page with black and green text, titled 'Come in, stay a while.' The background has various abstract green shapes and symbols.
A mockup billboard on a city sidewalk advertises a Long Live The Bookstore pop-up party, with a yellow background, brown text, and decorative elements.
Business cards for Long Live the Bookstore. The cards have a brown background with white and black text, including the store's name, owner Beck Gilbert, and contact information, scattered on a black background.
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