826 Asheville Concept & Branding

"826 national is a real non profit started by in 2001 by writer dave eggers and some friends in the San francisco area. it is a family of seven nonprofit organizations dedicated to helping students, ages 6-18, with expository and creative writing."

I was tasked with creating a fictional 826 National store in Asheville, North Carolina. The concept I chose to create is a satirical 5 and Dime store that pokes fun of Asheville's peculiar situation of being a black sheep in its own state; it has been called a "cess pool of sin" and is called home by many "dirty hippies” despite being located smack in the middle of Conservative territory. This is where 826 Asheville's branding gets its quirky vibe, while remaining elegant and stylized in response to the city’s prominent collection of 1920s Art Deco buildings. In capturing these themes, it also captures the imaginations of the children who enter the space for tutoring.