D&AD: ABOOKMOVES
Brand Identity, Merchandise Branding
ABOOKMOVES is a response to the D&AD brief ‘Fire up Gen Z fandom through Penguin merchandise’. The ABOOKMOVES brand is applied to merchandise to inspire Gen Z to read more whilst they are on the move.
Penguin readers are encouraged to take a book with them wherever they go, whilst also being encouraged to express their thoughts with others.
How a book has moved readers emotionally can be shared in person when they see someone with the merchandise, or online by using the hashtag #ABOOKMOVES. This combination of in-person and online sharing facilitates positive interactions.
Colours used across the branding link to emotions. The 8 emotions are Anger and Fear – Anticipation and Surprise – Joy and Sadness – Disgust and Trust.
ABOOKMARK
This helps Gen Z to read their Penguin books on the go. The design is recognisably Penguin which promotes the brand. The design encourages conversations with other readers.
ABOOKBAG
The bag ensures Penguin readers can carry and protect their favourite
books when they are on the move!
books when they are on the move!
The bag is reversible and comes in four designs. Each bag will have two paired colour moods to use. This means Gen Z can wear their bag to match how they’re moved by their book!
APENGUINPIN
The icon is intended to be used for ABOOKMOVES across all merchandise as a prompt to show other Penguin readers they are interested in sharing how their book has moved them. The aim was to create an icon that would show the locational aspect of ABOOKMOVES while still being recognisably Penguin.
This will be a physical pin that will come with all ABOOKMOVES merchandise and can be used to identify other Penguin readers. The pin is a collectable item for Gen Z as it comes in a range of colours to reflect different moods when reading.
BookTok is a useful platform for Gen Z to find the book that will move them next!
ABOOKMOVES combines face-to-face social connection and digital interaction to keep reading and sharing alive. Opinions on how a book has moved readers emotionally can then be shared in person when they see someone with ABOOKMOVES merchandise, or online
by using the hashtag #ABOOKMOVES.
This combination of both in person and online sharing will make it less overwhelming for readers as the merchandise facilitates positive interactions.
ABOOKMAP
On TikTok users can upload their videos and tag the location where their book has moved them. This will create a library of ABOOKMOVES locations with recommendations of places to read.
APENGUINSTICKER
Is a fun and interactive way for Gen Z to spread the word about ABOOKMOVES.
Digital stickers will be integrated into the app. Readers can use these as an icon in their videos to show how a book they have read has moved them.
