Cardboard Robot is an everything-DIY art supply, hobbyshop, gamestore, and 3D printing fun lab rolled into one located in Decorah IA. When old friend Sov broke away from the bike industry to open Cardboard Robot with his wife in 2017, Pfaltzgraphic was called in to create an identity that would lend itself to both large display and reproduction in a variety of rough mediums, along with a basic style guide to help launch the brand. As primarily a retail operation the goal was to create a mark that explained exactly what was inside, and a robot cutting itself out of a template was born.