Concept, Identity & Packaging
The identity is a balancing act between Penguin’s heritage and the current zeitgeist. The identity is centered around five scents, each crafted with reference to classic tropes in the most popular book genres among young readers. Referring back to Penguin’s colour coding genre system, each genre has it’s own distinct colour combination. On the inside you find a marbling pattern, referring back to marbled endpapers in vintage bookcraft.