Modern storytelling for Punch & Judy
Contemporary design for traditional characters. Refreshed identity to appeal to families today. Communication across multiple touchpoints.

Understand First

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.

Beautiful Thinking

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.

brand strategy, Brand Identity, Packaging Design, Artwork, Brand Guidelines

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