Services included
Chapter & Choice is a book gifting service made for anyone who wants to give a book to a loved one but isn’t sure what’s already on the other person’s shelf.
You pick a themed stack of 12 books, they choose the ones they’d like to read and the books arrive at their door wrapped in tissue with a bookmark and keepsake card.
We worked with the team to build the brand from the ground up, from the logo through to the website and everything that lands on the doormat.
E-commerce design
The website had to explain a new way of gifting in a few seconds. The giver may not know the reader’s taste or what’s on their shelves, so the shop starts with who you’re buying for and then narrows down by age or interest. The three-step trail on the homepage (you pick a stack, they choose their books, we deliver) explains the whole service at a glance.
Logo & branding
Book gifts can easily look muted and a bit formal, so we went the other way. We used warm orange, sage green, sky blue and pink against cream and a dark chocolate brown. The logo is a softly irregular serif that nods to traditional book printing while keeping some warmth and wobble. Playful characters like the reading fox and mouse (created in collaboration with FeiFei) add further personality and creativity to the brand.
