Dreams, Los Angeles
Dreams is a lifestyle store in Los Angeles’ Atwater Village created by creative entrepreneur Monica Navarro and spatial designer Adi Goodrich of Sing-Sing. Studio Elana Schlenker and Élise Rigollet took care of the branding
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 Julia Dufossé that add texture and intrigue to the brand’s communications.
The main fonts in use shown in this post are Moore, WT Kormelink and Lo-Res 15, supported by Tiny. The website uses Twentieth Century, and on social media, Dreams makes recurring use of Swear, Snell Roundhand, Vivaldi, among other fonts (not pictured here).
Shop photography by Ye Rin Mok, Adi Goodrich, Dreams.
