Penguin On Vinyl
A timeless trend creating a new way for us to play and display our favorite stories
![](https://static.wixstatic.com/media/5b45b7_a5b5c00849a048b58e1fe6fffe2ca98d~mv2.png/v1/fill/w_198,h_92,al_c,q_85,usm_0.66_1.00_0.01,enc_auto/5b45b7_a5b5c00849a048b58e1fe6fffe2ca98d~mv2.png)
![1_Title.gif](https://static.wixstatic.com/media/5b45b7_6cb5597f0c2e498d81c9332bd4357feb~mv2.gif)
5 WK Collaboration
Hard & Soft Skills
Market Research
User Research
Interviews
Personas
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Tools
Adobe Dimentions
Adobe Photoshop
Adobe Illustrator
Final Cut Pro
Nica Mendoza - XD
Emily Day - ST
Nina Stitt - CW
Erica Mendel - CW
Grace Hudson - AD
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![5_Jackets.png](https://static.wixstatic.com/media/5b45b7_fdda1678221b46f9a651380c15b00259~mv2.png/v1/crop/x_0,y_19,w_2362,h_1392/fill/w_553,h_326,al_c,q_85,usm_0.66_1.00_0.01,enc_auto/5_Jackets.png)
![Record Store](https://static.wixstatic.com/media/2c8284086aae495fb7f2bdda05bf5f1e.jpg/v1/fill/w_980,h_653,al_c,q_85,usm_0.66_1.00_0.01,enc_auto/2c8284086aae495fb7f2bdda05bf5f1e.jpg)
The Ask
Develop a new merchandise identity to appeal to
Gen Z readers.
Problem
As readers turn into listeners, with the rise of audiobooks, Penguin risks the loss of one of its greatest tools in building brand recognition -
a physical product.
Opportunity
How might we leverage the appeal of vinyl records and Gen Z's nostalgic mindset to create a unique and authentic reading experience with Penguin on Vinyl, while incorporating merchandise to engage readers in a new way and foster a sense of fandom and collectability?
Insight
Music is another physical-turned-digital media category, and Gen Z is leaning into nostalgia with the resurgence of vinyl sales. Some of their favorite artists (Taylor Swift, Harry Styles, and Olivia Rodrigo) top sales charts, as Gen Z is 27% more likely to purchase vinyl than the average listener. 50% of those buying records do not own record players, making today's LPs more similar to merch than media.
Solution
Penguin on Vinyl: an exclusive collection of audiobook vinyl records with custom cover art. Each jacket will be equipped with a QR code, so the buyer also has access to the digital version. From vinyls, Penguin can create other listening accessories, such as headphones, speaker bookends, and even their own record player.
Merch Video
![2_Covers.png](https://static.wixstatic.com/media/5b45b7_bc6269cb6ec246aa850315f790968d78~mv2.png/v1/fill/w_579,h_313,al_c,q_85,usm_0.66_1.00_0.01,enc_auto/5b45b7_bc6269cb6ec246aa850315f790968d78~mv2.png)
![](https://static.wixstatic.com/media/5b45b7_b6e119986490411b9d28857393747ed8~mv2.png/v1/fill/w_545,h_361,al_c,q_85,usm_0.66_1.00_0.01,enc_auto/5b45b7_b6e119986490411b9d28857393747ed8~mv2.png)
![4_Jackets.png](https://static.wixstatic.com/media/5b45b7_53aeaa3098fc47d09fafe2d4b92ac259~mv2.png/v1/fill/w_491,h_345,al_c,q_85,usm_0.66_1.00_0.01,enc_auto/5b45b7_53aeaa3098fc47d09fafe2d4b92ac259~mv2.png)
![DaisyAudio.png](https://static.wixstatic.com/media/5b45b7_e797a337c38040d68bb379b1a3440751~mv2.png/v1/fill/w_273,h_561,al_c,q_85,usm_0.66_1.00_0.01,enc_auto/DaisyAudio.png)
Audio Collection
Flexibility of Listening Options: The inclusion of QR codes for digital audiobook recordings provides Gen Z readers with flexibility in how they consume the content.
Choose to listen to the audiobook on compatible devices while on the move.
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Scan QR code inside jacket cover to access the book's audio file.
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Each selection allows for readers/listeners to not skip a beat.
![Stacks of Records](https://static.wixstatic.com/media/66c73f3bf69844e3ab1d4f7f7c0efcd2.jpg/v1/fill/w_750,h_500,al_c,q_85,usm_0.66_1.00_0.01,enc_auto/66c73f3bf69844e3ab1d4f7f7c0efcd2.jpg)
![](https://static.wixstatic.com/media/5b45b7_c1099fa8479842ab9dc11b9d4c667f98~mv2.png/v1/fill/w_970,h_305,al_c,q_85,usm_0.66_1.00_0.01,enc_auto/5b45b7_c1099fa8479842ab9dc11b9d4c667f98~mv2.png)
The Merch
Multifunctional Merchandise: The accompanying merchandise, such as headphones, speaker bookends, and record players can provide Gen Z readers with additional ways to interact with their vinyl records and books. These accessories can enhance the overall reading experience and offer added value to the product.
![6_AdditionalMerch.png](https://static.wixstatic.com/media/5b45b7_b3c1b79c707641cca1fd18577d0090d4~mv2.png/v1/fill/w_931,h_415,al_c,q_90,usm_0.66_1.00_0.01,enc_auto/6_AdditionalMerch.png)
![Blue Record](https://static.wixstatic.com/media/11062b_adf93400c2b642fea60d22be6c02538d~mv2.jpg/v1/fill/w_935,h_701,al_c,q_85,usm_0.66_1.00_0.01,enc_auto/11062b_adf93400c2b642fea60d22be6c02538d~mv2.jpg)
Website
Find exclusive content and vinyl drops on the Penguin website
Benefits
Gen Z
-Fandom and Collectability
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-Multifunctional Merchandise
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-Flexibility of Listening Options
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-Social and Shared Experiences
Penguin
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​-Innovation and Differentiation
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-Expansion of Target Audience
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-Increased Revenue Streams
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-Brand Enhancement
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-Diversification of Product Offerings
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-Opportunities for Cross-Promotion and Partnerships
Reflection
Penguin on Vinyl is a forward-thinking project that showcases Penguin's innovative and customer-centric approach in adapting to changing market trends. By leveraging the nostalgia and appeal of vinyl records among Gen Z readers, this project demonstrates Penguin's ability to diversify its product offerings, form strategic partnerships, and create unique and visually appealing experiences. Through creative marketing and promotion, Penguin on Vinyl represents a successful brand extension that differentiates the publisher and delivers a memorable and engaging reading experience for its target audience.