Design Solution: To create a bespoke and handmade Penguin Books coat: The Penguin Books Puffer. The exclusivity of this design will attract social media attention and drive Penguin Books sales. The design will include the Penguin Books logo on the back of the collar, sub-logo on the left chest and adhere to the brand palette. The coat will be inspired by Penguin Books original copy of The Rainbow by D.H. Lawrence. The central theme of The Rainbow is becoming individual, self-responsible and taking your own initiative. A hidden feature will also be included in the design in the form of pages of The Rainbow that will be screen printed inside the coat.