How do you create a brand that book lovers truly love?
The Book People came to us with a brand that had become lost under the rising pressure of online competition. Their focus had moved clearly onto deals and promotions, rather than celebrating books and the people who love them. The brand lacked any emotional differentiation in the market. And without a set of ownable assets, they were unable to distinguish themselves from other retailers.
Sometimes, a name says it all
It’s not often that the answer to a brand challenge is in plain sight. But with The Book People, it was all in their name. Behind the brand is a group of people who absolutely love books; they love words, genres, folding down corners, bookmarking pages, recommending good reads, and passing their love on.
So we made a brand that acts just like book lovers do.
Capturing the squillion reasons that people love books
The new brand brings book lovers to life through illustrations and words – just like books themselves. It captures what each of us loves about a good book – stepping into someone else’s world, discovering a different place, being transported to another time. To harness that special feeling of being truly engrossed in a good read.
Behaving like a book lover
The Book People now acts as an extension of its community. Bookmarking good reads, highlighting favourite quotes, giving recommendations and bringing characters to life. Through the national initiative The Big Book Boost, customers can now give back to the schools in their community. Which means book lovers can help teachers and parents around the UK to get children excited about reading from a young age.
With a celebratory tone of voice that shares insights and recommendations and joyful illustrations of people and their books, the brand’s assets create a meaningful experience for each customer and encourages people to stay inspired.
This is how The Book People is inspiring a lifelong love of reading.