Obscura is a quaint antique store located in East Village, NYC. The curated collection of oddities ranging from antique keys and collectibles, taxidermy, scientific balms, vintage astrological illustrations and novelty view-masters makes the experience of the space memorably obscure. A design system for the identity, visual language and taxonomy was created as a class assignment for the Branding course taught by Kevin Brainard. The identity systems aims to capture the absurdity of the fusion of disparate elements sold at the store and its owners who said to me "Some people come in and look but don't touch anything, like a car accident"
The entire process for this project is in my brand process book: https://issuu.com/aakansha.kukreja/docs/bp_processbook