The Wild Rumpus
modular identity, illustration, environmental, collateral
The Wild Rumpus is a bookstore in Minneapolis, Minnesota that specializes in books for young readers. It is a one-of-a-kind shop where you can find the best selection of children's books with a local and global variety. Within this bookstore there are animals roaming as well as caged, from chickens to kittens, The Wild Rumpus is an amazing place to visit.
The branding project was done to revive the identity that the owners of The Wild Rumpus developed 20+ years ago.
To bring The Wild Rumpus bookstore to life, I needed help. Since I am not the main consumer for this bookstore, I asked 5 childrens ages 4 & 5 to help me. The children were from the Child and Family Study Center at the University of Wisconsin-Stout. Prompting them with simple line illustrated coloring book tasks, I was able to get unique marks from each of the children. The marks then were transformed into an identity that represents the whimsy, animal-filled atmosphere that has always been a part of The Wild Rumpus.
The modular identity is very breathable. With pieces from the coloring book, the names of the children and the final identity forms, there is a lot that can be done with the branding of The Wild Rumpus.
This view changes frequently at The Wild Rumpus. The team is always changing up the atmosphere and keeping the vibes fresh in the bookstore.
This little guy lives at The Wild Rumpus and surprisingly does not make the place smelly. All of the animals and very clean and quite friendly.
Walking through this aisle feels more like a tree house than a bookstore. By implementing these interior space decisions, the children are able to escape in real life.
These are unique chickens that act similar to how a cat would act. They are calm, collected and do not mind being held every once in a while.