Lantern & Leaf

Branding - Marketing - Logo Design

Project Type

Self-initiated branding and promotional design concept

Role

Brand Identity, Illustration, Marketing Design

Project Overview

Lantern & Leaf is a conceptual independent bookstore brand created to explore how illustration-driven branding can support community-focused marketing. The store emphasizes cozy spaces, literary events, and thoughtful programming centered around storytelling and local culture.

The goal of this project was to design a visual identity and promotional materials that feel warm, inviting, and timeless, while remaining flexible enough for recurring events and social media use.

Objectives

• Create a distinctive bookstore identity rooted in warmth and storytelling

• Balance illustration and simplicity for scalability across print and digital

• Develop realistic promotional materials an independent bookstore would actually use

• Showcase brand consistency across logo, merchandise, and event marketing

Brand Tone

• Cozy

• Thoughtful

• Literary

• Community-focused

Promotional Applications

To demonstrate real-world usability, the logo was applied across several common bookstore touchpoints:

Merchandise

• Die-cut logo stickers

• Circular logo seal for packaging or book bags

Event Marketing

• Monthly event flyer (March)

• Social-media-ready event concepts aligned with:

  • Irish Heritage Month

  • Women’s History Month

Example events included poetry readings, local author nights, folklore storytelling, and quiet reading evenings—events typical of a small, community-driven bookstore.

Outcome

This project demonstrates my ability to:

• Build a cohesive brand system from concept to application

• Integrate illustration into functional branding

• Design promotional materials grounded in real business needs

• Balance aesthetics with usability and clarity

Lantern & Leaf serves as a strong example of branding for a local, community-focused business, showcasing both creative storytelling and practical design thinking.