The brand mission is to encourage parents to enjoy reading with their kids in a different way, by bringing back the snailmail experience. Therefore the first challenge was to melt these two experiences in one effective brand concept and logo design. The Compass Letters concept comes from the purpose to provide such experience, the compass as a tool for travellers but also a metaphor of orientation in life. The chromatic approach was focussed on two main colour associations: Blue as a colour for travellers (the blue sky, the blue sea) and yellow as known colour used by the postal service all around the world. For the logo I created a custom typeface, with a flexibility that allows for different translations and a serif font which is often used for kids’ cover books.