Adlibris is the Nordics’ leading online bookstore, offering over 13 million titles, along with games, crafts, yarn, and toys. Beyond its online presence, Adlibris has three physical stores and, since 2020, has acquired Campusbokhandeln and Pocket Shop, with locations in travel hubs and university campuses across Sweden.

Adlibris came to us seeking help unifying their brands and creating a distinct, emotionally engaging identity. The goal was to enhance the customer experience, strengthen recognition, and position Adlibris as a destination for meaningful experiences in reading, learning, play, and creativity.

Research shows that reading as an activity is losing ground, yet people’s desire for new experiences and knowledge remains constant. We set out to reposition Adlibris from a bookstore into a contemporary platform for meaningful experiences, one that lowers barriers and increases the sense of joy and ease.

Building on the notion of curiosity, the new creative direction aims to inspire active reading, learning, play, and creativity while offering an engaging alternative to passive scrolling and streaming. The brand identity draws inspiration from hands-on experiences. Stacked books, hand-cut edges, and tactile textures come together to form a bold, curious expression that celebrates active engagement and immersion.

At the heart of the design system is the new symbol, which serves as a metaphor for the countless stories waiting to be experienced. This is complemented by a bold, encouraging bespoke typeface, crooked and handmade pictograms, textural illustrations, and stacked graphic elements. Motion behaviors bring the graphics to life in a dynamic and engaging way, while the warm color palette and photographic style convey presence and immersion.