THE PEPPA PIG REFRESH
MY ROLE:
Lead Brand Designer / Art Direction
THE CHALLENGE:
How do you modernize a 20-year-old brand without losing what makes it recognizable?
Peppa Pig had essentially maintained the same visual language for 20 years, and the team needed to modernize it without alienating an established brand. With it being a refresh, and not a full on rebranding like Furby and FurReal, restraint was key. It had to maintain its brand recognition but through subtle changes make improvements to modernize and simplify.
GOAL: To create an evolution; not a revolution!
MY CONTRIBUTION:
Led the visual development of the updates to the brand identity. Made subtle modern enhancements, while maintaining the brand’s visual integrity and heritage.
THE SCOPE:
Updated Brand Visuals • Typography • Updated Color system • Illustration • Packaging • Retail • E-commerce • Digital • Social • Marketing Campaigns
THE RESULT:
VIBRANT PERSONALITY
Peppa Pig and all her friends & family have huge, vibrant personalities. My goal was to find a way to make that personality come to life at retail to modernize the brand while staying true to its heritage.
A MODERNIZED LOOK
The package on the left needed some subtle updating. Some of the ways that I modernized the packaging was to amplify the vibrancy of the colors and removing the white frames around the boxes. I also added a secondary character, in the trade dress, for more storytelling. There were other, more subtle updates like typography and other color tweaks. Restraint was key here.
“LET’S JUMP IN”
Jumping in muddy puddles is Peppa’s favorite thing to do. I crafted a marketing campaign called “Let’s Jump In” to launch the new packaging at retail. These visual references, for small, medium and large display, served as inspiration for global regions to work with their retailers to bring the campaign to life.
HAPPY BIRTHDAY
On top of the new branding and packaging refresh, 2023 was also Peppa’s 20th anniversary. So I created retail displays for all global regions to celebrate her birthday, in- and out-of-aisle.
IN PRINT
I also did promotional material, like magazine ads, social and e-comm assets to support this new, “Let’s Jump In” marketing campaign.
PEPPA’S CAFE
I put together this artwork as a visual reference to build out the branded cafe, at Nuremberg ToyFair. It turned out beautifully and got lots of high praise.
Using restraint can be quite the challenge. Subtle updates can sometimes prove to be more difficult than a full-on rebuild.
The benefit of these more subtle updates is that the new packaging can still live on shelf next to the old packaging, as we sell through inventory.
The new vibrant colors match the show better.
Peppa Pig is Hasbro’s Number 1 Preschool property and sales started growing over $250M after this refresh.