16 years after its launch, cult children’s toothpaste brand Punch & Judy needed an identity and packaging redesign. Furthermore, the classic story at the heart of the brand needed retelling to appeal to modern audiences.
We provided a contemporary approach to the tale of Punch and Judy through a redesign of the characters, where we also gave greater prominence to the crocodile whose obvious asset was his teeth. New illustrations breathed life into the traditional characters who were set in a modern re-imagining of the theatrical stage historically utilised by the brand.
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.