More than just a bookstore, Aksara has evolved into a lifestyle hub with varied tenants that share the same passion in culture and community. To capture this identity, the icon design representing the tenants are neatly stacked and aligned to embody the unity of the tenants that Aksara cradles. We chose to overlay bold colours to present the new image of Aksara and its daring move to fuse a few different unique businesses into one place and form a lively community. Not to forget the brand’s initial essence as a bookstore, we mimic a parting book’s spine with gradient edges. Literature references is also included and manifested in the copywriting. After all, Aksara has two identities, but both are one and the same Aksara.

Rebranding, Wayfinding2017
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