Redesign: Barnes & Noble Puts First Pages of Classic Novels on Shopping Bags

Packaging Is Meant to Promote In-Store Shopping Experience

Published on Mar 17, 2015

Editor's Pick

The country's last surviving big bookstore chain Barnes & Noble has turned to design to help make it stand out from online retailers.

The brand tapped design business Chermayeff & Geismar & Haviv, the firm behind classic logos for NBC, PBS, Chase Bank, Barneys and more, to redesign its shopping bags. They will feature text from first pages of classic books such as Moby Dick, The Wizard of Oz, Adventures of Huckleberry Finn and Alice in Wonderland in a delightful interplay with illustrations of the book's characters. The designs are meant to promote Barnes & Noble as a physical destination that provides a tactile shopping experience -- part of which is the act of leaving with a shopping bag.

"The bag serves as advertisement and reminder of the bookstore and thus is an essential part of the brand's communications," said design firm partner Sagi Haviv in a statement. "However, this new shopping bag series does more than promote the brand itself; it reflects the love of books and itself provides a book experience -- you can even start reading them on the way home."

Barnes & Noble will make 100 million bags to be distributed in its 700 stores across the U.S. starting this month.

Rate this Ad

You must be registered to rate this ad.
Please or Register Now


Mar 17, 2015
Chermayeff & Geismar & Haviv
Barnes & Noble

Need a credit fix? Contact the Creativity Editors

The Creativity Newsletter

The Creativity newsletter is editorially curated to spotlight the work that’s hitting the mark—or missing it altogether. Sign up to have it sent to your inbox.