A high-end ‘destination’ book and gift store, located in some of the world’s largest airports requires the development of a new identity, called Austen’s. The tone of this brand is ‘funky, fresh and unexpected’. The idea behind the brand identity developed is a ‘euphoric portal’. This idea ties the sensation of when you read a book, you embark on a new journey, to a new destination, living and breathing the characters lives. It also links with the fast paced atmosphere of an airport, where each individual is rushing off on their new journey, to their own destination. They all meet at Austen’s, the moment you step through the ‘portal’ you are in a new dimension of literature.