My thesis focuses on branding nostalgia and a sense of remembrance to explore how certain visuals are considered retro, nostalgic, old, dated and how these graphics can evoke a sense of reminiscence. To fully explore and understand these visuals that represent nostalgia, I developed a fictional store, called Memorabilia, that creates an environment of nostalgia. This pop-up store will house products that seem nostalgic, from ‘dated’ items such as CDs to children's toys. Therefore, Memorabilia becomes a space that easily creates reminiscence through the products housed within the space and other visual cues. The brand guideline will represent the elements necessary for the store to create this specific space and a catalog will also be included to further help the branding. The brand guidelines allow other vendors to replicate the store while maintaining a consistent look and allowing the vendors to create their own space without diverging too far from the brand. The guidelines outline all aspects, from the brand font to the actual interior design.