The Fantasy Shop is a game store in the St. Louis metropolitan area that sells board games, role-playing games, comics, trading cards, and graphic novels. Their original brand identity is extremely loose, which is a shame because they are a wonderful business! For this project, I had to design a concept of how their brand would be presented if I was given creative control. To that end, I gave them a full rebrand from their logo to their merch to their brand standards.
This project was really an exercise in user-centered design. Being an historic Saint Louis brand, Fantasy Shop had an established customer base. In order to create a design that resonates with those customers, I had to conduct some research into what elements of the existing Fantasy Shop brand were appealing and what elements weren't working.
This is the new logomark I devised for the brand, logo clear space, and some examples of acceptable treatments of the logo.
One of the elements of the brand that was really important to their audience is their reliability. They've been around for about 45 years, so their brand visuals need to match their comics/games wisdom, but updated for a modern audience.
Here are some possible promotional item mockups, web and mobile site, and business card designs.
The entire Brand Standards Guide is linked below, for a more in-depth dive into the specifics of the brand identity.
