Wanderer
Case Study
Brand, strategy, and concept for a line of adult coloring books
Consumer Goods
the challenge
Adult coloring books were a hot-selling item on Amazon. As the world had discovered, this effortless art form wasn’t just for preschoolers, but was a great way for everyone of all ages to unwind.
While he had no background in the crafting or art space, our client had noticed the trend, and wanted to offer a premium coloring book that would take the category up a notch.
The idea was great - all he needed was someone to help him run with it.
what was their next?
The market was full of coloring books offering generic designs – florals, geometric inspired, perhaps a nice quote or two.
To build a brand that would bring customers back, our client needed a theme and a brand story that would disrupt the space and allow for multiple coloring book variations.
We began by asking ourselves -- why would an adult search for a coloring book? Perhps to release stress, fear, and anxiety, or maybe just to let their creativity run free.
We structured the brand around the idea of encouraging people to embrace the wanderer within – the part of them that could go anywhere, no matter where they were physically located.
the process
We began visuals by creating a bold wordmark that incorporated custom whimsical curves and artsy letterforms.
The iconmark alluded to the flags of the various destinations users would explore throughout the books, as well as the colored pencils that accompanied them on their journey.
The color palette was rich and calming at the same time - cheerful yellows and sunny sky blue offset by gold stamping and black elements.
We also created an intriguing visual to illustrate the brand’s hallmark of mindful mindlessness -- a hot air balloon held aloft by a pack of pencils.
the results
The brand (and the product line) created a new experience for coloring enthusiasts and amateurs alike, expanding their horizons while giving their minds a break.
By encouraging people to unplug and detox in a creative, coloful way, we converted mindless downtime into a pleasurable and rewarding pastime.