East of Eastlake is an independently-owned used bookstore located, as the name implies, on the east side of Eastlake Avenue in Seattle. The store is dedicated to providing a haven for city’s avid readers, giving people a place to escape their busy lives and dive into the diverse selection of used and like-new books that stock their shelves. This identity project seeks to give the bookstore a look and feel that matches their ethos through unique packaging and peripherals that invite thoughts of a story that takes place far-far-away.
The logo for East of Eastlake, featuring a flock of books taking flight, has two versions: one with their wordmark and one with only the logomark. The business card, which doubles as a bookmark, features a scene known mostly to those intimately familiar with the Eastlake scene: A solitary ropeswing that hangs overlooking Lake Union. The envelope is designed with an emblem placed over the seal, almost as if it were a lost letter from some distant, by-gone era, while the shopping bag is decorated along the bottom with the rolling, gentle waves of the lake.