Beardwood&Co Celebrates The Joy Of Discovery With Brand Design For Posman Books

by Bill McCool on 09/08/2020 | 2 Minute Read

As independent NYC bookstore Posman was looking to branch out into new cities, they realized that they needed a new brand identity for their expansion. 

Turning to Beardwood&Co., the agency helped the bookseller double down on their promise of being "the opposite of the internet," creating a visual identity and packaging for the store's branded goodies that celebrate the joys of discovery and curiosity.


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Setting the Stage for Growth

A fiercely independent NYC bookstore needed to define its brand positioning and identity to prepare for expansion to Atlanta, Boston, and beyond. With a mission to be “the opposite of the internet,” Posman has become a beloved New York destination for locals and tourists. As Posman’s reputation grew for curating unexpected books and gifts, so did the offers from developers to expand to new cities.

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Editorial photograph
Editorial photograph

Feeding Curious Minds

People love Posman Books because it’s a haven for happenstance. It’s an inspiring and immersive experience that feeds curiosity and fuels self-expression. We crafted a distinctive brand positioning to translate the creativity and unexpectedness of Posman Books as the foundation for the brand identity.

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Judging a Book By its Cover

We launched a new brand identity with a pair of glasses symbol made up of the p of Posman and the b Books. Through this symbol, a kaleidoscopic set of elements express the endless discovery and happiness of shopping at a Posman bookstore. A fresh digital and in-store experience design positioned Posman for growth in e-commerce and new retail locations.

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