rebranding a window into the past

Established in 2011 and nestled in the heart of the downtown shopping district, Planet Fun is Savannah, Georgia's premiere hotspot for comics, games, toys, and retro merchandise. Despite its high volume of traffic however, the store’s branding, wayfinding, and communication materials were disjointed and antithetical to the degree of passion the employees displayed for their business. This rebranding effort sought to correct these issues with a corporate identity that respects the values and enthusiasm of this local business.

The reinvented system draws upon existing elements of the original Planet Fun brand as well as design motifs from decades of nostalgia culture that exemplify the experience of visiting the location in person. The reinvigorated logo is accompanied by a newly introduced astronaut mascot that corresponds with the fantastical connotations of the business name, unified consistently in a comprehensive manual that establishes proper usage of all new materials.