Released in 1902, ‘The Tale of Peter Rabbit’ has never been out of print. It has been translated into 36 languages and sold 45 million copies, making it one of the best-selling books in history — and one of the world’s most iconic children’s brands.
To commemorate the 120-year anniversary, and as part of an ambitious five-year global growth strategy, Penguin Random House asked us to develop a brand strategy and new design language for Peter Rabbit and his world.
We commissioned illustrator Chris Mitchell to create a contemporary, iconic version of the ‘running rabbit’ that appears on the front cover of the book, along with a series of supporting creature icons and accompanying trails.
These were brought together within a visual system, ‘Hop, Skip & Jump’, which provided a flexible structure for the creative execution of the brand that could be ramped up and down in terms of energy and styling.
The project culminated in a redesign of the global Peter Rabbit website, allowing us to test the new brand assets and establish a benchmark for others to follow.
