National Book Store is easily the most iconic place in the Philippines for books and school supplies. It’s the brand we all grew up with, and it holds a special place in the hearts of Filipinos.
The Challenge: Over the last decade, the brand shifted its focus a lot toward office supplies and gifts to keep the business healthy. However, consumer sentiment analysis showed that this move actually left behind the people who love the store most: the readers. Instead of being an inspiring place to discover a new book, many people started seeing the stores as more of a "basic warehouse" for school supplies.
The Solution: The goal was to move the brand away from feeling like a "supply depot" and turn it into a "creative hub." We aimed for a "Mass Premium" lifestyle vibe—something that looks modern and fresh but still feels high-energy. The new design system gets rid of the cold, corporate feel so it can really connect with Millennials, Gen Z, and Gen Alpha. It’s all about making the store a fun, welcoming "happy place" for every Filipino creative.
The Challenge: Over the last decade, the brand shifted its focus a lot toward office supplies and gifts to keep the business healthy. However, consumer sentiment analysis showed that this move actually left behind the people who love the store most: the readers. Instead of being an inspiring place to discover a new book, many people started seeing the stores as more of a "basic warehouse" for school supplies.
The Solution: The goal was to move the brand away from feeling like a "supply depot" and turn it into a "creative hub." We aimed for a "Mass Premium" lifestyle vibe—something that looks modern and fresh but still feels high-energy. The new design system gets rid of the cold, corporate feel so it can really connect with Millennials, Gen Z, and Gen Alpha. It’s all about making the store a fun, welcoming "happy place" for every Filipino creative.
Concept & Design: Carlo Delos Santos
Tools: Adobe Photoshop | Adobe Illustrator | Adobe Premiere Pro | Google Nano Banana Pro | ChatGPT
Tools: Adobe Photoshop | Adobe Illustrator | Adobe Premiere Pro | Google Nano Banana Pro | ChatGPT
