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

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.

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.