Knock on Wood
Branding & Identity | Brand System | Fall 2022
826 National is a network of youth tutoring and writing centers. Each tutoring center has a unique storefront that makes the tutoring center more enticing, while also providing a steady revenue source. After being assigned a town to research, we were tasked with creating our own unique 826 store identity.
Based in Bangor, Maine, a store was created to combine Maine’s lumber industry with the spooky tourist attractions prevalent in Bangor. The result: “Knock on Wood,” a store for the superstitious. Products are based on superstitions, such as athletes needing lucky socks, throwing salt over shoulder, and black cats crossing paths.
Imagery was drawn from Maine’s connection to wood through the lumber industry. The object based icons for the brand are inspired by specific superstitions and icons of good luck. The visual language of the brand emulates the dark side of superstitions, while still being playful and enticing enough to bring customers in.
Based in Bangor, Maine, a store was created to combine Maine’s lumber industry with the spooky tourist attractions prevalent in Bangor. The result: “Knock on Wood,” a store for the superstitious. Products are based on superstitions, such as athletes needing lucky socks, throwing salt over shoulder, and black cats crossing paths.
Imagery was drawn from Maine’s connection to wood through the lumber industry. The object based icons for the brand are inspired by specific superstitions and icons of good luck. The visual language of the brand emulates the dark side of superstitions, while still being playful and enticing enough to bring customers in.
