Early on in 2023, our new CEO made a statement that the Peppa Pig packaging looks old and dated. He wasn’t wrong. Peppa Pig was celebrating her 20th year of existence and the branding hadn’t changed much in those 20 years. The team was challenged to refresh the packaging, for 2024. The challenge was to make it more modern and fun but not stray too far away from the current line-look. In essence, an evolution of the artwork was needed, not a full on rebranding, which is slated to be coming in 2025. Fresh off the heels of the recent Furby branding success, I was asked to take on both the challenge of the 2024 packaging evolution and the 2025 rebranding. Here are some of the 2024 packaging and branding updates.
The package on the left was what I was tasked with updating. After reviewing a few different options, with the marketing team, the one on the right was my solution that we aligned on. Some of the ways that I modernized the packaging line-look was to amplify the vibrancy of the colors, to better match the show and removing the white frames around the boxes. Also, adding a secondary character to the front of the package for more storytelling. There were other, more subtle updates but those were the main updates.
Launching a new, “Let’s Jump In” campaign spring-boarded the release of the updated packaging. I provided visual references for small, medium and large display options.
But,2023 was also Peppa’s 20th year anniversary. So I created retail display references for some regions that wanted to celebrate her birthday. I provided visual references for how to celebrate in-aisle and out.
I also do promotional material, like magazine ads.
I put together this artwork for visual reference to build out the branded cafe, at Nuremberg ToyFair. It turned out beautifully and got lots of praise.