Another Corner is a book, magazine, and gear shop located in the Queen Village neighborhood of Philadelphia — just a short bike ride away from its sibling shop, This Corner,  a design shop and salon located in Rittenhouse Square. 

 

The challenge for Another Corner was to develop a brand that felt unique but somehow connected to the This Corner identity developed by Self Aware. To do this, we decided to embrace a brilliant little house icon designed by Nick Massarelli — originally meant to be a design for a tote bag for This Corner. We simply flipped the mark to highlight the opposite corner for Another Corner — though it was not for lack of dozens of alternate concepts and explorations. Sometimes the best solution is the most obvious one.

 

Additionally, we built a typographic system to compliment the existing system used by This Corner — utilizing Pitch Sans in place of Pitch for body copy and leaning into the classic and lovable Century Old Style for headlines and other display moments. The rest of the visual system comes together across several expressive executions, alternate marks, and a playful mascot named Otto, who loves to explore new interests.