They Said Books, is a modern bookstore in Tbilisi, Georgia. After researching the store’s mission and cultural setting, I renamed it Giorgi Street, inspired by the street where the bookstore is located. The new name connects the brand to its physical place while highlighting its role as a local hub for books, ideas, and community.

The goal of the rebrand was to create a calm, modern, and inviting identity that reflects both the thoughtful nature of the bookstore and the character of Tbilisi. I began with research, then explored three different creative directions through logo sketches, typography, and mood boards to see how each approach could communicate warmth and credibility. I was especially inspired by the architecture of Tbilisi, which led to the idea of incorporating a hand-drawn sketch of the storefront into the identity.

The color palette was pulled directly from the interior of the bookstore to keep the brand grounded in its physical space and atmosphere. Typography was chosen to feel timeless, polished, and approachable, while the layouts remain clean and flexible so the identity can work across print, digital, and in-store applications.