Eldritch Emporium

For the logo, I used a shield to recall medieval heraldry and created a monogram using the store's initials. I also used lightning bolts to represent the magical elements of role-playing games and hexagon shapes to represent D20 dice. The colour scheme was chosen to evoke a sense of richness and mystery. Dark, slightly desaturated colours were paired with yellow to represent gilding. The primary maroon colour was chosen because it has red's bold, passionate, and adventurous connotations and purple's mysterious and magical undertones.

The brand artwork continued the fantasy theme, using typefaces that resembled letterpress printing for an antique feel. A border reminiscent of a tarot card was used to draw in magical associations, and themed elements like scrolls and arrows were used for legibility and wayfinding. The monogram was also used as a standalone symbol to create a pattern.

Three icons were created to represent different departments. The games and accessories department was named "Stormguard Armory" to metaphorically equip customers for battle. The collectibles and merchandise department was called "Sorcerous Sundries" to evoke the idea of a store of treasures you might find in a tabletop game. The play space and restaurant were named the "Wheezing Wizard Tavern" as a play on the idea of a fantasy pub. Shields and relevant symbols were used for the department icons to maintain consistency with the logo and recall the signs hanging outside old European pubs. Signage was also created to help within-store wayfinding.  

To provide additional utility to a standard business card, I designed a miniature dice bag with important information that could be handed out instead. I designed a shopping bag and coaster to demonstrate potential in-store branding applications. As stationary examples, I created a membership rewards card and an event promo card.