Book.ish is a web-based e-book platform. Book.ish removes the technical barriers in a fun, approachable, warm and welcoming manner, which is clearly reflected in its identity design by A Friend of Mine. The designers created a 'quirky bespoke typeface based on a pair of spectacles', which generates a flexible playful aesthetic that works individually and with the other elements. They took reference from classic literary production techniques (gilded page edges) to reflect (and respect) the past. Bookmarks were also used as promotional collateral material, which adds a whimsical sense of irony to the branding.