Brand design portfolio cover image for Parallel that contains a spacey-textured image with a noisy primary-coloured gradient overlaying. In the centre is the Parallel logo- a simple sans serif logotype with a small yellow illustrative icon of a pair of legs falling into a hole.

Parallel

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. 

The Problem
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.

The Solution
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.

Services

  • Brand Identity
  • Print + Digital Collateral
  • Shopify design
Fall into another world
Rebranding case study brand support graphic for Parallel. A vintage-feeling space background is overlaid with a colourful primary-colour style gradient with blobby shapes. Brand identity case study for Parallel shows the brand icon in pink on a bright red background. A pair of legs in sneakers falls into a black hole.
Brand design portfolio image for Parallel shows the brand seal in black on a yellow background. The icon says ‘Books, beverages, belonging and big ideas’. Rebranding case study brand support graphic for Parallel. A vintage-feeling space background is overlaid with a colourful primary-colour style gradient with blobby shapes.
Rebranding case study brand support graphic for Parallel as a Gif. Vintage-feeling space backgrounds are overlaid with a colourful primary-colour style gradient with blobby shapes.
Brand identity case study for Parallel shows the two business cards. Both featuring a custom dieline and ‘blobby’ shape with a light green card being ‘generic’ for the store while a light blue one features contact details for founder Luna. Brand designer portfolio image of the Parallel thank you cards. The front features a brand support graphic and the phrase ‘face the future with optimism’ while the back is mostly blank to allow for messages.
Brand identity case study of the Parallel bookmark to go out with orders. The front features brand supporting background while the back contains content and an image of the store. Brand identity case study for Parallel shows a coffee loyalty card. Printed on bold yellow stock, the front features a logo while the back has a stamp section to mark off.
Brand identity case study image of the Parallel custom tissue paper in a box. The light green design features the brand logo and supporting marks in white with a bright blue sticker with the logo sealing the package. Brand identity case study image showcasing the Parallel custom tape design. On a deep blue background, the brand logo and supporting icon alternate in purple and light blue.
Brand identity case study image of Parallel’s social media templates. The imagery shows the bright brand colour palette, blobby support graphics, space gradients and clean typography.
Rebranding case study image of Parallel swing tag on a brick wall. The tag is bright pink with a red logo as well as a custom-dieline in a blobby shape. Brand designer portfolio image of Parallel coffee blend bellybands. The design features bold but easy to read typography and space supporting graphics.
Brand identity case study image of one of the Parallel social media templates for carousel posts. A post sharing the brand’s values features bold colours and clean typography.
Brand designer portfolio image of a bright red Parallel tote bag. Brand designer portfolio image of a light blue Parallel mug emerging from a yellow background.
Brand identity case study featuring image of Parallel brand stickers. On a bright blue background a variety of stickers show of the bright colours and supporting graphic.
Back to Case Studies Lets work together