From the combination of two long-established brands, Piemme Editori and Sperling Kupfer, both belonging to the Mondadori Group, comes a new imprint for the paperback segment, representing the fusion of the two existing catalogues with a new range with greater commercial focus and strength. The challenge was to create a brand which would encompass such a broad and varied range while conveying a single, consistent brand claim. This is why the strategy pinpoints “variety” as the core element: the new brand stands out for its rich catalogue of books that meet and satisfy the full spectrum of tastes. The new brand is universal, familiar, accessible. The project is based on a newly-created positioning concept which is later adopted as the slogan. “My Daily Book”. It proceeds with the choice of a name which is a combination of a cultural citation (Charles Dickens’s Pickwick Club) and an easy, memorable and evocative sound. The trademark is a little goldfish, a universal symbol, a mascot, a familiar little friend whose big eye observes its surroundings enquiringly. Lastly, a brand language of fresh, simple, recognisable, proprietary signs which will easily adapt to a multitude of tools. A new book collection with a clear identification and market positioning: easy, immediate, suited to everyone’s lifestyle, to carry around all the time.
One a day. Every day.