Penguin Books Design & Branding ALPHABET FURNITURE by DDB Singapore

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Industry Books
Media Design & Branding
Market Singapore
Agency DDB Singapore
Associate Creative Director Joel Chin
Executive Creative Director Joji Jacob
Art Director Elmy Thong, Suhaimi Saadan
Copywriter Pradeep D Souza
Head of Broadcast Jackie They
Released March 2011

Credits & Description

Category: Design Typography
Date of First Appearance: Mar 7 2011
Entry URL:
Chief Creative Officer: Neil Johnson (DDB)
Executive Creative Director: Joji Jacob (DDB)
Associate Creative Director: Joel Chin (DDB)
Copywriter: Pradeep D Souza (DDB)
Art Director: Elmy Thong (DDB)
Art Director: Suhaimi Saadan (DDB)
Head of Broadcast: Jackie They (DDB)
Head of Film & Content: Francis Tan (DDB)
Chief Client Officer: Rowena Bhagchandani (DDB)
Retail Business Director: Sabrina Tan (Rapp Collins Singapore)
Associate Consultant: Ho Yu Mei (Rapp Collins Singapore)
-: - (Gaia Films Asia)
-: - (The Gunnery)
Media placement: Outdoor - Ambient - Public Spaces - 07-03-2011

Describe the brief from the client
To help people discover the joys of reading in one of the world’s busiest cities.

Describe the challenges and key objectives
• Decrease in book readership
According to statistics, people spent:
3.4 hours watching Television
3.1 hours online through a computer
0.7 hours reading a book
• Increase in alternate forms of reading
• So caught up were people in the humdrum of life that they forgot to enjoy reading

• To get people to spend more time reading
• To make people think of Penguin Books when they think of reading
• To demonstrate how people can make time to read

Describe how you arrived at the final design
We had a simple insight: Every book is made up of words. And all words are composed of 26 letters of the alphabet, arranged and rearranged in infinite combinations.

Building on this fact, we created a new Penguin font with a unique difference. Each letter could be cut out and slotted into another to form furniture associated with the joys of reading. The message was simple: 26 letters. Infinite possibilities to read more.

Give some indication of how successful the outcome was in the market
The Clients were delighted as their brand went to town at places even regular advertising couldn’t reach, and generated a surge in web interest and time spent on web pages. Additionally, it gave potential customers a chance to interact with the brand.

This concept was so well received that even the National Library Board requested for the Alphabet Chairs, Tables and Lamps to be placed on their premises. Once at the library, people started enquiring as to whether they could be guided towards where certain Penguin titles could be procured. But mostly, people got so immersed in the books that they were wondering whether they could actually borrow them.