Green Apple Books
Deliverables: Booklets, bookmarks, coffee sleeve, shopping bag, posters, billboards
Hypothetical campaign for Green Apple Books, a used bookstore in San Francisco.
A book is fundamentally a text. So I took a text-based approach, featuring the beginnings of famous novels and the tagline "Good books start at Green Apple Books". I found novels that were well-known, with memorable opening lines, so people who already like reading fiction might recognize them, while people who don't can still be intrigued.
A number of countertop and point-of-purchase items were also designed to promote the bookstore at local cafes and in the bookstore itself. The package includes takeaway stories, coffee sleeves, bookmarks, and shop bags.
The takeaway stories are meant to be distributed in cafes, subway stations, and other locations where people might want a quick read. The last page, inspired by old pocket paperbacks, includes a promotional page that directs the reader to Green Apple Books with a slogan related to the story. (Voltaire's "The Good Brahmin" features "Be happy beyond reason with a book from Green Apple Books.")
The covers were printed with a rough, beaten-up quality to evoke the well-loved covers one often finds on used books.