Penguin: The Good ‘ol Days
Brief: Penguin, a heritage brand, wants its visual identity to reflect its Gen Z readers and desires a reinvented merchandising strategy.
Idea: Create a powerful sense of nostalgia for the simpler times among Gen Z readers through the senses. When they think of the good ‘ol days, they also remember Penguin.
Art Director
Nuha Lambe
Copywriter
Executions
With Love,
from Penguin
Books purchased in store or online come with a free embossed postcard, featuring quotes that appeal to Gen Z’s struggles with identity and meaning in an ever-increasing digital world.
Prepaid postage means no stamps required.
Friends receive a beautiful card that they’ll remember and keep.
Smells like Memories
Penguin collaborates with Floral Street – Britain’s leading perfumer to make clean, sustainable fragrances based on the genre of select books.
Social Posts
Website Banners
Tender Voices On Vinyl
Vinyl records are making a comeback with Gen Z.
Penguin releases hour-long records from select authors about their lives and how they were inspired by books growing up.
This will create a powerful auditory link to the brand.
Imagine the Impact
