Penguin’s ethos has always been to provide quality literature for the masses. Tasked with heightening the reading experience for 18–30-year-olds, we sought to continue this legacy. Our project started by questioning how books could be modified to utilise the spare moments of this time-poor demographic. We discovered that in the UK over 100 rolls of toilet paper are sold per person per annum. Meanwhile, book sales equate to less than three per person. This enormous gap in sales creates an opportunity for an entirely new reading experience. Combining these products enables Penguin to uphold tradition, whilst keeping the nation occupied.
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