Akateeminen Kirjakauppa (the Academic Bookstore), a division of the Stockmann department stores, sells books, magazines and stationery in 7 physical stores around Finland and the online store. The flagship in Helsinki, a masterpiece designed by the renowned Alvar Aalto, is the largest bookshop in Northern Europe.
Kokoro & Moi refreshed the identity and marketing concept for Akateeminen Kirjakauppa. The logo was modified from the existing by using Stockmann Sans, the new custom font created for Stockmann in 2012. Colours were narrowed to the classic and precious black and white with an option for a richer colour palette during campaigns. The handwritten font, Rollerscript, was incorporated in the packaging design to give a touch of an author’s authentic, free-flowing handwritten style. To maintain the family likeness to Stockmann's own packaging line, the text (which changes regularly and is always written by a well-known writer) was structured as a diagonal and scalable pattern.