St. Louis Website Design

American Student Supply Branding

Trying to herd children through the store every year to buy school supplies is soon going to be a thing of the past. American Student Supply saves families time and money so they can spend it on what matters: life. This is the story of the American Student Supply Branding change.

American Student Supply Branding

The Company Story:

St. Louis area mom, Marlene DeNoyer, understands the challenges of preparing children for a new school year, physically and financially. With this understanding, coupled with the fact most schools today face unprecedented financial obstacles, as do many families, Marlene wanted to build a company that offered value, convenience, and at the same time had a purposeful mission centered around a “give back” philosophy.


The apple was chosen as an obvious representative symbol of learning. One leaf being slightly bigger also represents the stages of learning and development.

American Student Supply Logo Variations
Primary and secondary colors were chosen to symbolize childhood itself. Black, red, grey and green were chosen as the corporate colors but all supporting colors are available to be used throughout online branding, traditional advertising and print marketing.

Typography, Color & Layout
VAG Rounded and Wendy LP Std were selected as the brand typeface to symbolize the development progression of writing skills (VAG Rounded being selected as the regular, elementary form of a childs’ handwriting and Wendy being selected as the advanced, cursive form). Georgia is also introduced as a sophisticated typeface, representing how parents and teachers serve as consistent mentors for children.

MyPack Gives Back® Mission
We decided to make the apple symbol more of a focus within the MyPack® gives back! logo and the MyPack® logo.

Partner Program Mission
By becoming a Partner School, the percentage of cash donations to your parent organization doubles to 10% of GROSS SALES, in exchange for parent volunteers assisting us with MyPack delivery and student pick up at your school.  For this reason we decided to use the apple but make is a “golden apple” within a wax seal to symbolize the prestige that comes with becoming a partner.

Typography, Messaging & Layout Styles
Utilizing brand colors to rest under the words in VAG Rounded and Wendy LP Std provides small, focused messages that demand effective copywriting. Matchbox assisted the client with all messaging for the American Student Supply digital branding. Logos, colors, typography, layout, messaging and imagery where all developed by Matchbox and then implemented within a custom Magento E-commerce store. Visit the American Student Supply Website