Family Tales is one of the most exciting UK startups that connects parents directly with writers who make personalised stories for their kids. Size Agency's/u00a0task 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.