Penguin – D&AD

For this brief, the task was to create an exciting and unique brand identity for Penguin to appeal to Gen Z readers. My response to this brief was to create a new brand identity that can still fit in with Penguin’s existing brand identity but can still appeal to a younger audience. I created ‘Book Club’ which is utilised as a way of connecting readers together. The products I chose were phone cases, laptop covers and tote bags. Gen Z audiences appreciate personalisation, so I wanted a personalisation concept, audiences can put their own names on to the phone cases and laptop covers in this style.