TABULA RASA
Second-Hand Used Bookstore Branding Identity | Collateral Design | Concept Building
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Tabula Rasa is a used bookstore specialising in selling both first and second hand books. The brand aims to provide community for book lovers from all walks of life, allowing for physical connections to be formed in today's digital society.
The brand identity for Tabula Rasa was inspired by the traditional Chinese folk art of Paper cutting (Jian Zhi) and the concept of Abstraction, namely simplification. In which traditional Chinese folk tales are condensed into visual motifs that convey sacred narratives for many generations. Likewise, books, specifically second-hand books, are cycled through many owners, each carrying it’s own history. The unseen narratives travel with each book, acting as a vessel for human connections to be formed through shared understanding. The design elements of Tabula Rasa encapsulate this concept into forming a second-hand bookstore, a hub for all connections to form and narratives to be shared. These insights are translated into visuals which many avid book-readers will resonate with.
Winner of C-IDEA Design Competition 2021's New Star Award
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Collaterals include: Paper bags, wrapping paper, book genre tags, shopping tags, bookmarks, letterhead, envelope and stickers, direct mailer (inclusive of grand opening tickets, book reading list template), coptic-binded publication, postcard set and grand opening posters. To
Posters for Grand Opening
Packaging Spread - Blind Book Packaging, Tags & Shopping Bag
Postcard Set
Direct Mailer - Invitation Booklet, Book marks, grand opening tickets, reading list worksheets
Publication - Hand binded using Coptic Stitch
Final Visual Identity Spread of all Collaterals
TABULA RASA
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Design | Ethel Hong
Photography | Ethel Hong
Visual Communication 3 Project, Nanyang Technological University (NTU), Arts Design & Media.
