Vellichor is an independant second-hand bookshop based in Mexico City. The identity explores the secret life of second hand books.
It was important to the client to create a brand that heroed the ‘pre-loved’ nature of the shop and to demonstrate that second-hand can be high end and modern.
The logo derives from hand crafted shapes that look towards the marks left behind on old books and references an hour glass shape which nods to the cyclical nature of the second hand category.
