Penguin Books

Merch Design

D&AD New Blood Pencil Award Winner 2023

Ask: Develop a new merchandise line with visual branding to appeal to Gen Z readers.

Opportunity: Gen Z has turned to romance novels to feel friendship, love and connection in a fictional world.

Solution: The Connection Collection — merch designed to spark connections IRL around books.

In a nutshell

Challenge

Since 1935, Penguin has been making books for everyone, because a book can change anyone. But, as a heritage brand, new, younger audiences don’t see themselves reflected in Penguin’s visual identity. Their tri-band design, harkening back to the 1930s, is a classic staple and has been featured on almost all Penguin merchandise. Penguin wants to reinvent their merch with new visual branding and products that enhance the reading experience to appeal to Gen Z (under 25s), who don’t have the same nostalgia for the brand as generations before.

Coming of age in a world of instability

Gen Z’s transition from childhood to adulthood has been far from ideal. They’ve come of age in a world of instability, when support networks have become harder to cultivate. But even in this age of digital connectivity, many feel lonelier than ever.

Reading to satisfy connection

So, they’ve turned to reading to satisfy their yearning for connection. Even with fictional characters, books open up a world of new relationships and experiences.

Embracing romance

It’s no wonder why this generation is embracing the romance novel. Gen Zs are reading more romance than prior generations, at 43% vs. 30%. (BusinessWire) Their consumption of the genre has even driven sales of romance books to the top of bestseller lists. (NPR)