A Retro-Modern Identity for Book Lovers Who Crave Suspense & Romance

Chills & Thrills Bookshop is a space for readers who don’t take themselves too seriously and are looking for an escape with a heart-pounding romance or thriller book.. The goal of this branding project was to design a visual identity that captures the tension and allure of a well-written suspense novel—inviting readers to step into a world of intrigue and imagination.

Brand Concept

The brand identity blends vintage typography, retrotones, and bold geometric layouts to create a nostalgic yet contemporary look. Inspired by mid-century design and classic book covers, the visual system evokes both sophistication and playfulness—perfect for a bookshop that thrives on the art of storytelling.

• Typography: A custom, high-contrast serif font gives the logo its signature charm. The playful ampersand is the focal point, symbolizing connection—the bridge between “chills” and “thrills.”
• Color Palette: Deep burgundy, soft peach, muted navy, funky green, and cream tones evoke cozy, moody vibes reminiscent of both romance books and late-night suspense reads.
• Design Motifs: Subtle curved line patterns echo the structure of pages in a book, turning of pages and the flow of narrative arcs.

Brand Strategy & Positioning

The design direction positions Chills & Thrills as more than a bookstore—it’s a literary experience. Every touchpoint, from logo to packaging to social graphics, feels special and personal. The brand appeals to readers who appreciate the artistry behind mystery and suspense and the coziness of romance, while still feeling welcoming and modern.

Visual Identity System

The logo suite includes horizontal, stacked, and circular lockups to ensure versatility across print, signage, and digital formats. The consistent use of typography and color establishes a strong visual hierarchy and instant recognizability.

Each variation of the logo tells a slightly different story:

• The navy and cream version communicates elegance and trust.
• The peach and burgundy palette adds warmth and approachability.
• The green and maroon combination feels moody.

Together, they create a cohesive yet flexible system adaptable to seasons, campaigns, or themes.

Digital & Social Presence

For online and social applications, the visual identity extends beautifully through clean, minimalist layouts that keep the logo front and center. Paired with storytelling-driven captions, the brand builds a consistent and engaging presence across platforms like Instagram and Pinterest.

Final Thoughts

The Chills & Thrills Bookshop brand identity embodies the tension between the mysterious and the familiar. It’s a celebration of narrative craft, a love letter to design, and an invitation to readers to get lost in the pages of something unforgettable.