Family Tales is one of the most exciting UK startups 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 a Family Tales book is a personal and unique product, the challenge was to translate the whole range of creative possibilities through one single identity. Main concept was to produce a simple historical/book-writing styled wordmark and combine it with the customisable design system which will give users possibility to personalise not just the story, but also the book cover by a predetermined principle. The result is a very simple but visually appealing design system which is an interesting mixture of modern usability and vintage aesthetics.