This project redefines Barnes & Noble from a traditional bookstore into an ecosystem of reading and co-creation. Through the “Barney’s Garden” concept, the brand shifts from a transactional space to a reading garden that rebuilds a more vibrant connection between readers—both online and offline—and the bookstore.

·Rebrand Design     
·Branding Strategy

At the center of the project is Barney — a small bookworm emerging from the “B&N” ampersand, becoming the spirit of the brand.

Bookstore interior environment designed in alignment with the Barney’s Garden concept.

A reading app lets users track progress and earn rewards, bringing online readers into the community and unifying Barnes & Noble’s physical and digital worlds.