From Single Logo to Complete Brand System: The Little Charity Book Truck Rebrand

I'm excited to share a recent project that showcases the power of thoughtful brand strategy meeting mission-driven design.

THE CHALLENGE
Little Charity Book Truck, Minnesota's only mobile nonprofit bookstore, came to us with an existing logo but needed so much more.

They were seeking a Dark Academia aesthetic that would truly reflect their unique mission: transforming every book purchase into community impact.

THE DECISION
We presented two paths: evolve the existing brand or start fresh. They chose the bold route, a complete rebrand that would authentically capture their vision of where literary passion meets purposeful giving.

THE SOLUTION
We created a comprehensive brand system including:

• 4 logo variations for maximum versatility

• A sophisticated color palette inspired by vintage libraries

• Custom icons, patterns, and floral illustrations

• 46-page brand guidelines with full marketing strategy

• Templates for social, email, and print materials

THE IMPACT
The new identity positions them as both sophisticated and accessible, appealing to book lovers while clearly communicating their 100% giving model. Every dollar from every book sold goes directly to Twin Cities organizations.

What I love most about this project is how it demonstrates that branding isn't just about looking good, it's about telling your story authentically and giving you the tools to show up consistently across every touch point.

When a brand's vision evolves beyond its existing identity, sometimes the most powerful choice is to embrace a complete transformation.

Little Charity Book Truck