Shelf Therapy

Brand Identity

Naming

Social Media

Welcome to Shelf Therapy — a book club for those who don’t see books as an escape, but as an essential part of living. This is a space for all the go-getters and deep thinkers: the ones who ask big questions, chase better answers, and see reading as fuel for action.

Born in Ubud and open to readers everywhere, Shelf Therapy connects curious minds through shared ideas, mutual growth, and a love of books that sparks self-discovery. Hosted by Laksmi Deneefe, it reimagines the book club as an inclusive, intentional community — a place to belong, learn, and grow together.

We built the naming strategy and visual identity to express this vision. The logogram draws from the downward flap of a bird’s wing — the motion that keeps it aloft and moving forward — with a subtle upward curve to embody progress. Its eye symbolises awareness and observation, while the wing evokes both the pages of an open book and the timeless figure of a wisdom bearer.