Evolution of a classic brand

Posted by Rachel Westall on 25 October 2021

The World of Peter Rabbit™ brand refresh is being launched ahead of the classic character's 120th birthday campaign in 2022. The progressive brand identity has been rolled out across social channels and digital platforms, and will appear on publishing and licensed product packaging from autumn this year in the UK. The global launch will begin in parallel with the 120th birthday celebrations next year. The World of Peter Rabbit™ is managed by the Owned Brands Team within Penguin Random House Children's who are responsible for initiating and managing the brand refresh.

Branded Peter Rabbit merchandise and digital assets Image Credit: www.peterrabbit.comIzzy Richardson, Global Owned Brands Director at Penguin Random House Children's said: "Peter Rabbit has an incredible legacy that resonates with multiple generations all over the world. We've seen the brand evolve through various creative iterations and touchpoints over the course of its 120-year history and ahead of the birthday milestone, it was important for us to refine and refresh the brand identity, to continue to futureproof the brand for a new generation. The result is a subtle and contemporary refresh of our 'running rabbit' logo complemented by a new design system that can be used across marketing and promotional touchpoints for the brand. It brings energy and adventure to The World of Peter Rabbit offering our family audience a dynamic and exciting Peter Rabbit experience."

Penguin Random House Children's enlisted design agency CreateFuture to lead the project, drawing on early source material to ensure the updated assets continued to reflect the legacy of the brand. The refreshed logo showcases the iconic Peter Rabbit pose which has been reinterpreted by internationally recognised illustrator Chris Mitchell and now incorporates the title font from the first edition of The Tale of Peter Rabbit, as well as Beatrix Potter's signature. These elements combined act as signifiers of the official and original Peter Rabbit brand.

"Beatrix Potter's exquisite illustrations are themselves timeless and remain perfectly pitched for physical books. We're continually considering how best to translate the illustrations for a variety of applications while retaining their integrity and originality. Alongside developing a new design system that enables us to be visually consistent across all iterations of the Peter Rabbit brand, a refreshed logo fuses past, present and future, by combining the classic bespoke Beatrix Potter typeface with a reinterpreted version of the iconic running rabbit." said Anna Billson, Art Director – Penguin Random House Children's.

The brand tool kit also includes a newly developed design system – Hop, Skip, Jump – consisting of three distinct treatments which can be used to target different audience demographics. Taking inspiration from Beatrix Potter's animal and insect illustrations, a series of graphic trails has been created to add energy and narrative to static images. 'Hop' uses the trails with a soft and muted colour palette, a gentle application for infant sector, whilst at the other end of the spectrum, 'Jump' uses primary colours on clean backgrounds for a high energy, contemporary application.

The outcome is a truly progressive brand refresh that has been authentically informed by the brand's 120-year heritage whilst simultaneously enabling Peter Rabbit to appeal to contemporary family audiences and a new generation of fans.

View more at www.peterrabbit.com

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