WORK
Waterstones: Meet Cute
“Let the story choose you.”
May 2025
While Waterstones offers a warm, curated, and human experience in its physical stores, its digital presence lacks the same personal touch; thus missing the opportunity to engage younger, digitally-native audiences who crave personalised, emotionally resonant experiences online.
Emphasising the notion of personalisation and Waterstones’ signature in-store charm, our campaign provides a twist on a ‘mystery book date’ by taking users through an illustrated digital quiz.
Handcrafted, Personalised Packaging Concept The packaging was designed to feel handmade and personal, using linocut prints to wrap each book. Brown paper was chosen to evoke the warm, tactile quality of current Waterstones bags. Additional elements like stickers, bookmarks, and collectibles were included to enhance the unboxing experience and create a sense of discovery.