PENGUIN

Penguin Books, while a beloved staple, has fallen behind in the world’s current trends for merchandise. Their reliable mugs, tote bags, chairs,…etc. aren’t cutting it anymore. In a world that lives in digital and virtual realities it can be hard to compete with

the ol’ reliable merch.


We realized that book lovers do not need another scarf with book quotes on them or

an apron with Mr. Darcy’s face on it, they need an imbibing experience. We decided

to capitalize on the book nerdiest time of year, BookCon in New York City, and drop 5 book theme speakeasies around the city. Each one filled with 5 brand new merchandise that will have Gen Z clamoring for a book scented candle, and

most of all, a drink.


We wanted to take the places readers never thought could live outside their minds and make them real. Our experiential speakeasies allow you to browse a new type of merchandise and re-engage with the books you love.

We were tasked with coming up with

new merch for Penguin that wasn't

the typical or boring like every

other book-revolved business sells.


Our merchandise products are more than just to engage you in your book but to also immerse you into the story.

We created Literary Libations,

a mixology book

based off of Penguin Classics.

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Book Sniffs are our candles that have that memorable tri-band and smell like the classic Penguin titles based on what book it is.


Each candle would have the top, mid and base notes to truly give the consumer the smell of that classic book.

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Cards Against Humanity has TONS of different types of additional card packs.


The one they don’t have?

A pack about books.

We will be creating an adult coloring book based on Penguin novels.



Our pages will be there to give beautified visual context to your favorite Penguin book moments.

A specialized Penguin Tarot Card pack

will surely add some excitement

to finding your spiritual guidance.

AD: Mason Joiner

CW: Isabel Paris