limina books is a conceptual book brand, created to help guide audiences to their ideal book through a series of choices, the reader is given complete agency, answering questions and making decisions that align with their interests until they are led to a book genre that works best with their preferences. the main brand system is centered around mazes, following the philosophy of making various decisions to eventually find a way out, and the physical store exists as the area of exploration.

in this case, limina’s brand identity is expanded on through the limina books pop-up store, giving readers the chance to experience the journey and brand on a smaller scale before experiencing the store itself.