Client
Crossword Bookstores
Crossword Bookstores
What we delivered
Market Research, Naming, Branding,
Packaging, Product Communication
Market Research, Naming, Branding,
Packaging, Product Communication
Since 1992, Crossword has been more than just a bookstore. It’s a space where authors meet readers, children discover worlds, and ideas come alive. With Surprise Me, they wanted to extend that magic — one box at a time.
Hey Crossword, Surprise Me!
Our research revealed an interesting truth — book lovers rarely gift books to others. They prefer choosing one for themselves.
So we turned this insight into the idea: make self-gifting feel special.
That’s how Crossword Surprise Me was born — a curated box for people who love surprising themselves with new reads.
So we turned this insight into the idea: make self-gifting feel special.
That’s how Crossword Surprise Me was born — a curated box for people who love surprising themselves with new reads.
Stories Wrapped Around the Box
We all love finding stories in everyday things. So, the packaging became part of the storytelling — filled with illustrations and design details that hinted at the tales waiting inside.
Even before opening the box, you could feel the narrative unfolding.
Even before opening the box, you could feel the narrative unfolding.
From Packaging to Posts
We extended the storytelling to social media, creating a 9-grid launch campaign that showcased everything from books and toys to stationery and surprises — each square an invitation to explore.
A Big Bag of Surprises for Little Ones
For kids, we swapped the box for a big tote bag — playful, roomy, and full of learning.
Packed with books, toys, and games, the design communicated that joy comes in all shapes and surprises.
Packed with books, toys, and games, the design communicated that joy comes in all shapes and surprises.
Unfolding Kids’ Expectations
The kids’ edition design hinted that there’s always something more inside, eight folds of curiosity, color, and play.
Every detail encouraged discovery, just like a great story does.
Every detail encouraged discovery, just like a great story does.
Pre-Curated for Every Kind of Reader
From fiction fans to self-help seekers and little dreamers, we designed themed bags that made gifting simpler and more personal.
Each pre-curated bag reflected a unique reading mood or interest.
Each pre-curated bag reflected a unique reading mood or interest.
And One for Steve Jobs
Taking personalization further, we created niche collections for specific personalities and themes — because every reader deserves a story that fits their world.
It Did Surprise Us
What began as a packaging project turned into a full-fledged product strategy and marketing solution.
A big shout-out to Rinky Goplani from Team Crossword for giving us the freedom to explore, question, and reimagine the brief — and, of course, to surprise ourselves along the way.
A big shout-out to Rinky Goplani from Team Crossword for giving us the freedom to explore, question, and reimagine the brief — and, of course, to surprise ourselves along the way.
