Free the birds

Health & Wellness, Brand Revitalisation

Punch & Judy

Understand First
Punch & Judy, the cult children’s toothpaste brand, needed an identity and packaging redesign after 16yrs. And the classic story at the heart of the brand needed retelling to appeal to modern audiences.

Beautiful Thinking
Firstly, the tale of Punch and Judy was retold to make the characters more contemporary and to give a greater role to the crocodile whose obvious asset was his teeth.
Based on this, an illustrator breathed new life into all the traditional characters and they were then set in a modern re-imagining of the theatrical setting which the brand had utilised through its history.
This brand world was then transferred from the packaging to the website, the Amazon store-front and PR and Social Media channels.
Punch and Judy re-born for a new generation.