Positioned prominently in the Nolita neighborhood of New York City, McNally Jackson is an independent bookstore focusing on local writers and artists.
The owner, daughter of the large family-owned Canadian chain McNally Robinson, saw the value in both utilizing the equity of the family name while also shifting their focus to a more sophisticated urban audience. We retained the green circular shape from the previous mark, but added a distinct crest—a quill and leaf—to reflect the owners’ past history as writers themselves, and their clear passion for sustainability.
The prominent café menu features quotes by authors on the topic of each item. Oscar Wilde weighs in on muffins, while Lewis Carol has his say about the comforts of soup.
The wayfinding signage is in the shape of an arrow, as a lighthearted reminder that the listed subjects are available downstairs.
The collateral and bags all share a consistent lockup, which helps with this small bookstore’s visibility within the larger context of a crowded city.
The paper is all recycled and all plastic is corn based and biodegradable.