Penguin

D&AD Brief 2023

Ask: Develop a new merchandise identity to appeal to Gen Z readers.

Penguin will pave the way for a new, yet nostalgic form of storytelling and book collecting by creating a collection of LP audiobooks that can be displayed and shared.

Audio Collection

From the page to the turntable, we’re releasing a collection of audiobooks on vinyl. Located on each sleeve is a QR code that provides access to a downloadable copy so you can listen on any device.

Merch

Penguin has the opportunity to expand into other listening products.

CW: Erica Mendel

AD: Grace Hudson

ST: Emily Day

XD: Nica Mendoza