Family Tales is an exciting UK startup that connects parents directly with writers who make personalised stories for their kids. Our task was to create the brand identity and produce comprehensive guidelines for both the brand and the product. Since Family Tales is a product that is personal and unique the challenge was to translate the whole range of creative possibilities through one single identity. The main concept was to produce a simple historical/bookwriting styled wordmark and combine it with the customisable design system which will give users the possibility to personalise not just the story, but also the book cover by a predetermined principle. The result is very simple but visually appealing design system which is an interesting mixture of modern usability and vintage aesthetics.