Like many Bulgarian brands conceived in the early 2000s, Orange – the biggest bookstore in the country, had its entire identity consisting of a logo and a signature colour. They approached us with the task of rebuilding their whole brand – the logo, crafting all the elements of a complete brand identity, fluid, digitally oriented and future-proof. At the same time, we had to stay true to the company’s heritage and, most importantly, logo. The Orange bookstores were always seen as a place of joy and happiness. A place that takes you away into new worlds. We took this as an inspiration and gave their logo a new, symbolic meaning – an unexplored planet.