| Abstract | Independent bookstores provide a space for the passionate reader as well as the individual who wants to explore their interests, while speakeasies offer a space to gather, relax and engage. Combining a bookstore and speakeasy provides the perfect environment to bring like-minded individuals together in a welcoming space while offering a differentiated customer experience. To understand how to effectively combine and brand a bookstore with a speakeasy, in-depth and comprehensive research into bookstores, speakeasies, and bookstore/bars was conducted. Research was gathered to gain insight on design and branding, business models, advertising, and art history. The results developed from the research helped create the identity system, marketing, website design, social media, and brand collateral for a new bookstore with a hidden speakeasy concept. |
