Tucked into the shifting spiritual landscape of modern life is a company reimagining one of the oldest books ever written. Alabaster is a design-forward publisher known for turning scripture into a visual experience. With elegant layouts, curated artwork and a material sensibility that feels more boutique than bookstore, the brand is quietly inviting a new generation to re-engage with faith through beauty.
“The Church was once the epicenter of visual art,” says Alabaster co-founder Brian Chung. “Ancient cathedrals, Renaissance paintings, and other masterpieces were all created to point people toward God. Over the years, however, that was lost.”
Alabaster aims to reclaim that legacy, not through gilded ceilings or oil paintings, but with finely crafted books that feel more at home on a coffee table than a pew. “We want to rediscover how imagery can deepen the modern reader’s experience of the biblical text,” adds Chung.
The approach has struck a chord. In a world dominated by screens and saturated with content, Alabaster’s meditative visuals and tactile products offer a counterpoint to digital overload. For many, they provide a new on-ramp to spirituality.
“A lot of folks tell us, ‘I’m not religious, but your book felt approachable,’” said Chung. “By leading with beauty rather than doctrine, we give people permission to dip a toe into Scripture without feeling pressured.”
At Alabaster, the creative process begins far before any artwork or typography is laid out. Ideation often happens organically – during walks, conversations or prayer – and then moves into deep research with biblical scholars. From there, the team starts shaping the visual language of each book, working through moodboards, narrative moments and material design.
“It all comes down to our vision of having a deep desire for all the world to experience God as beautiful,” adds Samuel Han, Alabaster’s Head of Brand.
That intentionality extends to the physical form. “We go through different types of papers, thicknesses, textures, cloths, foils and any other treatments we might want to explore for that book to tie it better to the initial concept,” adds Han. “It’s a beautiful thing trying to tie in such a vast range of materials together to flow and enhance the reading experience.”
Alabaster’s visual identity doesn’t exist in a vacuum. Influences range from stationery shops to street style in Park Slope, where Han resides. “Inspiration can come from anywhere,” he explains. “I think of it more as a series of projects. Many people know us as the brand that incorporates photography into the books of the Bible, but now they see our Bible studies as the place we incorporate fine art.”
The team recently commissioned artist Yumi Chung to create 52 original pieces for a women’s Bible study series titled A Beautiful Year in the Bible. The artwork, paired with weekly readings, is designed to reframe the experience of scripture as both spiritual and aesthetic.
In New York, where many creatives are seeking meaning beyond traditional institutions, Alabaster finds a receptive audience. “Instead of the traditional religion aisle, we dream of having retailers place Alabaster alongside art books and coffee table titles,” says Chung. By partnering with Ingram, the leading distributor to independent bookstores, they’re making that happen at indie shops and design-forward retailers.
Reader feedback has confirmed the impact of the approach. “I just finished reading the book of Isaiah. I loved that you chose the New Living Translation version as it’s an understandable reading. I also absolutely loved the artwork,” one customer wrote. “It was a joy to stop and ponder how the art related to the specific chapter.”
While scripture remains the cornerstone, Alabaster is expanding into topics like wellness and grief. These subjects often originate from the community itself. “After a customer survey highlighted interest in wellness and grief, we created free guided-meditation videos on YouTube,” Han says. If the response is strong, the topic may eventually become a printed book.
That close relationship with readers is more than a marketing tactic. “It’s everything,” Han adds. “Alabaster started on Kickstarter, so listening to backers is in our DNA.” The team still answers DMs directly, shares behind-the-scenes footage and runs polls to help shape future projects. “These aren’t just books; they’re tools people use in real spiritual journeys,” he concludes.
For a generation skeptical of traditional institutions but hungry for authenticity, Alabaster offers an entry point. It’s not religion by way of dogma, but through light, color, paper and form. It’s scripture, yes, but scripture made beautiful.