Amywrong is welcoming and inclusive. The store amiably invites everyone to come inside.

Amywrong is eye-catching. Its identity is vivid and memorable, but simple and easy to understand.

Amywrong is an abundant and affordable store, that you can not leave empty-handed.

Amywrong is friendly. Hug is a warm and loving movement of hands.

 

The hands in the logo design illustrate the idea of a hug / embrace movement. Embrace when trying to carry a lot of things from the store/embrace something or someone you love. In the full logo version, the hands embrace the wordmark. In the icon, the hands wrap around in a loop that looks like the lowercase letter “a”. The idea of embracing hands is extended throughout the whole VI design. The hands are soft and flexible. They can wrap around and embrace everything and everyone with no limits - more is better. The wordmark is all lowercase which gives it a very friendly look. The letters are playful and childish to make it look fun and welcoming. This also makes the store look inclusive.