Case Study for an English bookshop and tea house situated in Montpellier's (France) historic district. The small shop was hidden away between the town centre's tiny back streets and suffered from a lack of notoriety amongst its target market.

The main objective was to create awareness of Book In Bar as a cosy and convivial enclave, where everyone is welcomed to submerge themselves in the English language and culture. The client wanted to stray from its current positioning as 'typically English' which was untrue to its nature.

The concept for the chosen identity was the 'cultural infusion', aimed to highlight the new and unique concept of Book In Bar. A tiny book replaces the teabag ticket to make the perfect cuppa. The structure and flow of the logo is also suggestive of the architecture of the site: a maze of bookshelves on the ground floor, winding staircase and underground 'cozy cafe'.