Harbinger: a modern bookstore with a dark fantasy twist
In the heart of Kansas City lies a new chapter in bookstores—Harbinger. Wesley Engel, co-owner of popular local tabletop gaming store Pawn and Pint, envisioned a bookstore that goes beyond the mundane, where readers are immersed in an atmospheric space rich with dark oddities and gothic imagery.
With its charming combination of novels and oddities, Harbinger provides a highly-curated shopping experience that caters to modern bookworms, curating novels around multifaceted sub-genres, featuring niches like portal fantasy and dark academia. The store establishes a space that challenges traditional bookstores with a shopping experience that is design-forward, unique, and intricately woven with elements of fantasy. This attention to detail ensures that every visit is an adventure in itself.
Brand strategy and visual identity
Working closely with Wesley, we dissected the core of what Harbinger was meant to embody. I lead us through a brand strategy workshop, fleshing out Wesley's initial concepts and distilling the brand into four core brand personality pillars: bookish, dreamy, whimsical, and gothic. These pillars guided us in creating a brand that resonates with its audience, making Harbinger a beacon for those seeking a unique and enchanting literary escape.
The name "Harbinger" itself, taken from Shakespeare's Macbeth, sets the tone for the store's fantasy-inspired, slightly dark aesthetic. The brand visuals and illustrations are a direct reflection of our collaborative journey—Wesley’s partiality for fantasy-inspired elements and my interpretation of the dark, but whimsical spirit of the brand merged to create a unique aesthetic. From the quill and crown to the raven and sword, each element was hand-drawn to echo the macabre essence of Shakespearean lore that Wesley admired, and transformed through my intention to add an enchanting touch into what became the distinctive face of Harbinger.
Harbinger's chosen color palette is a fusion of intrigue and wonder. Taupe gray exudes a sense of sophistication and neutrality, while amethyst adds a touch of mystery and enchantment. Eerie black grounds the brand in its dark undertones, and white smoke offers contrast and breathability.
The primary brand font, Bahud Aroyek, adds a touch of fantasy and elegance to the brand, while the secondary font, IM FELL English, brings in a bookish element that ties back to the store's core offering. Together, these fonts and colors create a cohesive visual identity that captures the essence of Harbinger.
Together, we orchestrated a strategy that brings to life a highly-curated shopping environment, celebrating the narrative power of books and the advantages of bespoke design.
"Angie has an uncanny ability to breathe life into ideas. She masterfully captured Harbinger's spirit, translating its essence into something that resonates deeply with our core values and audience. Angie's creativity is coupled with an in-depth understanding of business needs. She doesn't just design; she crafts stories that align perfectly with organizational objectives. Her infectious energy and dedication to understanding the unique heartbeat of Harbinger made the entire branding journey feel seamless."
Wesley Engel
Co-Owner, Harbinger
Brand support
To launch Harbinger into the Kansas City landscape, every touchpoint needed to echo the brand's uniqueness. From shipping boxes and packaging materials adorned with the Macbeth-inspired illustrations to bookmarks and social templates capturing the gothic vibe, every piece of collateral was a testament to Harbinger's rich narrative.
The goal was to create a brand that not only stands out in the bookstore landscape but also forms a deep connection with its audience, making Harbinger a beloved destination for book lovers in Kansas City. Harbinger is not just a bookstore—it's a realm of curated tales, dark oddities, and a promise of an unforgettable experience with every visit.
Conclusion
Wesley looks to the charming, historic buildings in the heart of the Kansas City crossroads and hopes to bring the Harbinger brand home to a physical retail space in early 2024.
The Harbinger brand is a testament to the power of collaboration in creating a brand that resonates with book lovers and oddity seekers alike.