The Film Buff has been a longstanding landmark establishment on Toronto’s Roncesvalles Avenue. When the owners wanted to re-open and re-brand as a coffee shop, Designholmen was brought in to help them transition. The new look and feel honours the story-telling past of the beloved video store while playing off the name of the new cafe. Designholmen did more that just create a logo. It created three narrative stories, featuring the tall tales of local Toronto heroes. The three identities are accompanied by tall, outlandish, yet plausible quotes from the scenes, as uttered by a true local hero.