Homeward Books
Founded as a curatorial refuge in a profit-driven publishing industry, Homeward Books champions unconventional and idiosyncratic books that are often overlooked. Its mission is to provide “a home for books without a home”, focusing on stories that fall between traditional genres—meaning that they weren't bad, just hard to sell.
This philosophy is embodied by the brand’s core metaphor: the hermit crab. A resilient creature that protects its vulnerability by creatively adapting found objects into its shell, the crab represents a natural, adaptable counterpoint to the industry's artificial formulas.
The logo integrates the crab’s shell with a comma or speech mark, symbolizing a story about to unfold. This concept was then expanded into a dynamic visual system: a charming badge of honor that signals one’s taste and cultural alignment. Instead of a single static logo, we are creating a growing and diverse library of found and made shells—illustrated, 3D-rendered, and photographed—to serve as unique visual “homes”.
Project Scope
- Creative direction
- Visual identity
- Art direction
- Digital design
- Collateral design
- Social content
Project Team
- Emma Kaniuk, strategy
- Emma Kaniuk, creative direction
- Emma Kaniuk, design
- Natasha Vermeulen, illustration
- Ana Miminoshvili, illustration
- Isobelle McCall, illustration
- Suz Sirunyan, animation
- Julia Sterling, web development
Client
Homeward BooksPress & Recognition
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The Brand Identity
Project feature -
Visual Journal
Project feature