Dreams identity
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Dreams is a Los Angeles-based concept store. Designed by AdiGoodrich of Sing-Sing, its surrealist interior features dreamy details from floor to ceiling.
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The identity is anchored by a strong logotype with softly blurred edges used in concert with a toolkit of eclectic type (an elegant serif, glitchy pixelated font, and bubbly display text) and surreal illustrations by JuliaDufossé that add texture and intrigue to the brand’s communications.
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To promote the shop’s opening, we created evocative postcards advertising a phone number that reaches thiscrypticvoicemail.
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Details from the shop interior also influenced our visual identity—most notably, clouds from an illuminated ceiling in Dreams’ back room, which appear across collateral like custom tissue paper and hangtags.
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The motif was futher expanded upon in a dreamy landing page of randomly drifting logos, evoking a cloudy sky.
We also created custom packing materials, gift cards, totes, and signage, as well as select copywriting, like the message on this tape: “Dreams inside: Handle with care.”
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Shop concept: Monica Navarro, Adi Goodrich
Interior design: Adi Goodrich, Sing-Sing
Illustration: Julia Dufossé
Voicemail: Nico Yaryan
Designed with: Élise Rigollet
Shop photography: Ye Rin Mok, Adi Goodrich, Dreams
![](https://el-images.imgix.net/6812a204e7b5492bda2e081a84fed30d4b00b594-2124x2120.png)