Connection Collection
TEAM: Alex Huibsch, Copywriter; Allison Fitzgerald, Strategist; Jemimah Ekeh, Experience Designer; Joelle Mitchell, Art Director; Kari Martin-Hollinger, Creative Brand Manager
expertise
Product design
2023
The Ask
Create merchandise products that speak to who Penguin is as a brand and what Gen Z wants to see.
Overview
Digitization and global instability have been significant factors in making Gen Z the loneliest generation. However, they haven’t given up hope, as many find a sense of connection through reading, especially romance novels. But what if we could help them cultivate relationships beyond the book?
Solution
Connection Collection
a of book-themed merch to connect people in real life. From drinkware and bookmarks to friendship lamps, icebreaker games, and outdoor reading bags, everything you need to build intimacy with new friends and lovers.
01
The Beacon
a bookmark light with an infrared sensor that detects nearby book lovers. When two Beacons are close, they change colors. Just flip the switch to activate the sensor, which uses infrared technology similar to laser tag.
02
Story blox
Not your ordinary wood block stacking game. Each block has personal book-related questions, making it a fun icebreaker to get to know your loved ones.
03
Ask Me what I'm reading drink ware
These travel mugs are intended to give those around you an invitation to strike up conversation about your story.
04
BOokmate
A picnic backpack that holds books for you and a friend, along with a blanket. It can also store bottles, food containers, plates, cups, and utensils.
05
Friendship lamp
This soft light doubles as an aroma diffuser. Lamps can bought in pairs and comes with unique group ID. With a Wi-Fi connection and a simple touch, users can trigger their loved one's lamp anywhere in the world.
Connection Collection: Branding
