Located in Auckland (New Zealand), Parallel is a bookstore, coffee house and community space celebrating a love of speculative fiction and the hopeful optimism that comes with it.
Launching as a brand new business, Parallel needed a distinctive look and feel to stand apart from established online and in-person bookstores. With the speculative fiction genre traditionally being seen as nerdy and for ‘certain kinds of people’, it was essential that the brand felt welcoming and open to new audiences so as to help build community. Inline with the brand values, accessibility and inclusivity needed to be at the heart of all decision making with the brand identity required to balance a more minimal, clean interior aesthetic.
Communicating the joyful, fun perspective of the genre was the most important element of the brand visuals so a vibrant, primary-colour leading palette was a no brainer. A simple logotype with quirky proportions (and use of parallel lines) was the perfect minimal accompaniment to the brand icon- a set of legs showing a person falling into an alternative universe. Textured gradients overlay with NASA space photography for supporting brand textures that perfectly balance the colour palette while also connecting to a more traditional sci-fi aesthetic. Brand touch-points exhibit bold and confident typography that is set in Manuka and Founders Grotesk- typefaces that were designed in New Zealand by Klim Type Foundry.