As a team,  we created a conceptual retail store with three extensive sub-brands that relate well with our  main retail store. Our main goal is about creating a community space that has a retail store, a cafe, and a workshop space to convey our main goal which is providing space where people can connect with their sentimental values.

Plus & Minus is our main brand name and also, the retai store name based in San Diego. Plus & Minus has three differen sub-brands, which are the Plus & Minus home goods store for modern and simple lifestyle, the Formula, which is our cafe that sells quality coffee, jams, and some snacks, and the last sub brand is the Tangible. This is a workshop space where people can learn and share their experiences. Each sub-brand has different keywords based on its values. The color, type settings, and packaging design style all depend on the brand, but they also represent sentimental values of the brand.