Penguin D&AD New Blood Challenge
For the D&AD new blood challenge, I worked on a brief for Penguin. The goal was to create something that would stimulate Gen Z to read more books and feel more connected to Penguin as a brand. It was to show Penguin as a brand that is also there for newer generations and be something they can identify with.
What I came up with was a merchandising concept that combines the new and the old. Penguin is a brand that has a long history and wants to speak to a new generation. This is a gap that needs to be bridged. I created a concept that combines the classic style and concept of books, but putting it in a new coat, almost literally.
I didn't win the challenge but it was an experience that I learned a lot from and challenged my creative mind to think more out of the box for a project with a specific brief.
Project Tags
Companies
Penguin Random House UK
- Publishing
D&AD New Blood
- Events