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✶ BARNES&NOBLE REBRANDING
⏎ Main
This project was a team collaboration focused on reimagining the identity and experience of Barnes & Noble, the largest bookstore chain in the United States. As reading habits evolve, bookstores are no longer just places to buy books. Younger generations seek more interactive, personalized, and socially engaging experiences with knowledge. While Barnes & Noble has traditionally been seen as a conventional bookseller, we aimed to expand its value into a more personalized and localized experience, a social and cultural hub, and a space for learning and discovery.
At the core of our concept is the ampersand “&” in the brand name — reimagined not just as a symbol, but as a system that continuously connects books with other fields, people, and possibilities.
The new brand system centers around three pillars: Community, Education, and Entertainment, expanding the bookstore into a place for connection, learning, and joy. With the main tagline “Grow Together,” we designed the brand to offer playful and collaborative learning experiences, encouraging readers to connect not only with books, but also with each other and the world around them.