Special Edition Books is an e-commerce brand dedicated to producing and selling limited, signed, and collector’s edition books. Praline was brought in to lead a strategic brand refresh, repositioning Special Edition Books as a trusted curator of collectible books and ensuring consistency across its brand, messaging, and product presentation.
The challenge
Special Edition Books faced several challenges with their branding, messaging, and product presentation. Two key issues stood out to us: Firstly, the brand description mainly focused on its affiliation with Hachette, without providing a clear, distinct positioning. Secondly, the messaging was more transactional than engaging, missing the chance to tell compelling stories about the artistry behind each book. We identified that Special Edition Books needed a clearer positioning to communicate their expertise and enhance the desirability of their editions.
“Before working with Praline, Special Edition Books had inconsistent styling, inconsistent product photography and asset generation. Variable tone of voice and a lack of clarity on our purpose and approach.”
Ben White, Group Head of D2C at Hachette UK
The solution: a strategic brand overhaul
To address these challenges, we developed a refined brand strategy focused on conveying a stronger vision statement, messaging and tone of voice.
Clear and compelling brand positioning
A core part of the refresh was repositioning Special Edition Books as a trusted curator of collector’s editions rather than just a book retailer. Instead of focusing purely on sales, the brand will now communicate their expertise in selecting and crafting unique editions. This new positioning emphasises the meticulous production process, the rarity of each release, and the level of craftsmanship involved.
Defining a distinct tone of voice
We developed a refined tone of voice that aligns with the brand’s premium positioning. We want everyone at Special Edition to be able to speak with confidence and expertise, ensuring consistency across all customer touchpoints. The new voice should be assured and knowledgeable, showcasing a deep understanding of the publishing industry. Last but not least, it should also sound curatorial and passionate, allowing the brand to engage audiences with enthusiasm and insight.
Consistency in product presentation and photography
To elevate product perception, we introduced professional photography guidelines that ensure consistency across all Special Edition Book editions. the aim if for high-quality imagery to capture the texture, finishes, and unique production elements of each book. Defined camera angles and lighting create an immersive experience, while close-up shots highlight intricate details such as bindings, premium paper choices, and special edition features. We also developed mock-up templates for pre-production sales, providing a uniform and high-quality visual representation of upcoming releases.
“Working with Praline gave us consistency and a set of standards easily explained to internal suppliers, publishers, authors, and customers. We are now able to more coherently explain our approach and mission internally and externally, and we have excellent ideas for future engaging content for our customers. ”
Ben White, Group Head of D2C at Hachette UK