Interbrand Australia brings Bookworld to life

Interbrand Australia has created a brand proposition for online book retailer Bookworld by bringing to life hundreds of famous characters from fiction.

Bookworld is an imagined place where every book ever written comes from
Bookworld identity

Pearson Australia, owner of the Penguin Group, asked Interbrand to create an online destination following Pearson’s recent acquisition of the digital assets of Borders in Australia, which can now be found at Bookworld.com.au.

Bookworld is an imagined place where every book ever written comes from
Bookworld is an imagined place where every book ever written comes from

Interbrand was asked to create a ‘compelling and engaging experience’ and sought a solution from the question, ‘Have you ever wondered where the characters go when you close a book?’ ‘The answer is they go to Bookworld – where books come from,’ according to Interbrand Australia creative director Mike Rigby.

Bookworld is an imagined place where every book ever written comes from
Crime City, one of the imagined landscapes

 A series of illustrated genre-specific landscapes, including Crime City and Horror-Ville, form Bookworld, which is populated by the likes of Sherlock Holmes and Frankenstein.

Bookworld is an imagined place where every book ever written comes from
Banner ads featuring different characters

The Bookworld marque features a bold B, reminiscent of a book, and a W resembling a bookmark. In animation the logo opens up – like a book – ‘revealing the magical world within’ says Interbrand.

Bookworld is an imagined place where every book ever written comes from
A purchasing section on the website

The themes of Bookworld are extended to ecommerce, where shoppers become citizens when they sign up, receiving passports and a message from King Avid Reader, the imagined ruler of Bookworld.

Bookworld is an imagined place where every book ever written comes from
A voucher from King Avid Reader for redemption within the kingdom

‘You can even purchase Bookworld currency to use as a gift voucher,’ says Interbrand, which has designed a TV, print, online, and outdoor Christmas ad campaign featuring King Avid Reader.

Bookworld is an imagined place where every book ever written comes from
Environmental application of the design
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Comments
  • Chris Bicker November 30, -0001 at 12:00 am

    Great to see the realisation of a proper graphic identity, very on trend i’m pleased to say.

  • Martin Carr November 30, -0001 at 12:00 am

    If it’s a Mike Rigby production, you know it’s likely to be Magnificently Relevant and Mighty Right, even for something that needs to be as widely applicable and commercially successful as this. Sure looks that way to me, well done Mike et al.

  • Zero Due Design November 30, -0001 at 12:00 am

    Always great when from a nice project follows such a great example of graphic work.

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