Wook

Client.

Porto Editora

Refreshing businesses. Branding. Brand Strategy & Positioning. Naming. Consumer Goods.

Wook is a neverending brand offering neverending books.

Wook is the brand for the biggest online book retailer in Portugal. In constant transformation, just like the books and content it embraces, Wook is more than a book-selling platform; and the name and the visual identity we created are inspired by the entertainment/cultural industry and its endless purpose of offering something new.

In constant transformation, just like the books and content it embraces, Wook is more than a book-selling platform.

Challenge.

Porto Editora, one of Portugal's leading publishers, approached us with a significant challenge: to create a new brand identity for their digital book-selling platform, Webboom. As one of the largest online booksellers in Portugal, the objective was to transform a traditionally functional and channel-focused brand into one that would be fun, engaging, and resonate deeply with consumers. It was mandatory to be easy to spell since it would be web-based.

As one of the largest online booksellers in Portugal, the objective was to transform a traditionally functional and channel-focused brand.

Process.

Our first step in this rebranding project was to reevaluate the existing name - Webboom - which prioritised the channel (web) over the content being sold (books). We understood that books should not be sold as mere commodities; rather, they should be seen as personalised experiences chosen uniquely for each reader. Our creative and strategic approach shifted the focus from the sales channel to the richness of its content in order to make the platform a fun and engaging place where books take centre stage.

Books should be seen as personalised experiences chosen uniquely for each reader.

Insight.

The insight that guided our work was the understanding that “content is king”. Books are often the basis for developing content subsequently absorbed by the entertainment/ cultural industry, enhanced by increasingly developed means of production. Webboom's re-branding project aimed to provide the online bookstore with an innovative language, definitively framing books and their contents in the imaginary and visual references of new generations of readers.

We wanted to create a brand that wasn't stiff or overly focused on the sales platform but one that could adapt to different types of books and consumer needs. This transformation required a bold shift towards a more contemporary, consumer- centric brand where the experience of discovering books would be dynamic and personalised.

Naming.

The name Wook emerged as a playful and functional name. "What book?” was distilled into Wook, a term that phonetically plays with the idea of searching for and selecting books ("Wook queres?" or "Wook procuras?"). This name was catchy and closely connected with consumers, integrating seamlessly into their everyday language and enhancing the platform’s appeal. And it was as easy and fast to say as Wook is in the order and delivery process.

Visual Identity.

The new visual identity for Wook was designed to be versatile and adaptive, reflecting the wide variety of books available. The typography was made more informal and fun, creating space for different content. The brand became a "mutant" container, able to transform its appearance based on the genre of the books it represented. For instance, the logo could assume a blood-red hue for horror novels or a romantic pink for love stories. Wook is a brand that transports books to a universe of contents, telling its own story.

Communication.

The launch of Wook was about creating a new online presence and making a significant impact in physical spaces. In Wook's early days, the brand was applied in various stores, setting the stage for its long-term success, and we developed several advertising campaigns to establish the brand.

Today.

Despite the dominance of global giants like Amazon, Wook has maintained a significant presence in Portugal and has been selling books in 129 countries. For over 20 years, it has continually adapted its offerings to include not only books but also other products like music under the "Wook Ouves" brand extension. This adaptability and consumer-focused approach have ensured Wook's longevity and relevance, turning what was once a traditional publisher brand into a fun and forward-thinking brand.