During my final year of my Undergrad, I and one of my peers on my course entered the D&AD awards competition. For this competition, we decided to focus on the Penguin Books brief. Penguin Books set out a challenge to develop new merchandise to appeal to Gen Z readers. They wanted at least 3 different merchandise products, and to showcase a coherent brand identity that speaks to who Penguin is now and what Gen Z wants to see.
For this project, we found there are two types of readers within the Gen Z community, physical and digital. With this in mind, we wanted our identity to appeal to both. Thinking about both physical and digital readers we created Penguin on the Go, which is a travel pack that is beneficial for both readers. As Gen Z is known for always being on the move and travelling, whether it's short or long journeys, Penguin on the Go is here to help.
Penguin on the go travel pack consists of a Book Protector, an NFC keyring, and a foldable neck pillow.
