“Rooted in humility with an ambitious mission, we set out to build a fresh, relevant brand around the best selling book in history — the Holy Bible,” says the Good Publishing Co. website.

Despite some critical responses to the idea of making the Bible more hip, this is nothing new:

While they may not carry the same steep price tag, a number of new and traditional Bible publishers are stressing the beauty of an old-fashioned book and the experience of slowing down to read at a time when so much of life is lived online.

“There’s a long tradition of Bibles being published, even hundreds of years ago, that were trying to use the finest materials to honor the legacy of the text,” said Tim Wildsmith, the pastor and blogger behind Bible Review Blog.