Gruffalo Feasting Range Launches with Designs by Hornall Anderson
The Gruffalo Feasting range of healthy snacks, juices and treats is now appearing on shelves across the UK. Branding and design consultancy, Hornall Anderson, has created pack designs which bring the much-loved character.
The Gruffalo Feasting range of healthy snacks, juices and treats is now appearing on shelves across the UK. Branding and design consultancy, Hornall Anderson, has created pack designs which bring the much-loved character, created by author Julia Donaldson and illustrator Axel Scheffler, to the tables of Britain, in products such as ‘cheesy potato snacks’ and ‘forest fruits juice drinks’.
Reassure and excite
These classic picture books have sold over 13.5 million copies worldwide, and brand owner Magic Light Pictures, is building on this success. Its Brand Director, Daryl Shute, says: “Based on a story full of favourite foods and rumbly tummies, it’s a natural fit to extend the current licensing programme and include a fun yet wholesome range of Gruffalo Feasting food items.”
In May 2014 Magic Light Pictures began talking to Hornall Anderson about how it might achieve that goal. “We were keen to work with an agency that would help us retain the integrity and credibility of the Gruffalo brand,” adds Shute. “Kolak Snack Food and Appy Food and Drinks created wholesome and healthy products, and we needed a pack design that would both reassure parents whilst also exciting children.”
The design solution
The designs from Hornall Anderson are layered and full of opportunity for discovery. “Each time you look at the pack you notice something new, from an owl peeking out from a tree, to a mouse cheerfully nibbling a nut,” says Hannah Dunnett, Client Service Manager at Hornall Anderson. “Featuring endearing bespoke illustrations, the story telling packs are tactile and charming, and of course the adorable Gruffalo takes centre stage.”
The range is undeniably fun, but it is also designed to appeal to gate-keeping parents. The rich colour palette feels natural with a sophisticated yet playful font. Time-pressured parents need to be able to shop range rapidly and simply, so the consistent banner device provides all the key information quickly and succinctly. Wherever possible clear packaging allows parents to see the quality of the food inside.
Gruffalo Crumble!
The full range will be available market wide in all major UK grocers. Magic Light is also looking at opportunities within the fresh and chilled sectors.
These classic picture books have sold over 13.5 million copies worldwide, and brand owner Magic Light Pictures, is building on this success. Its Brand Director, Daryl Shute, says: “Based on a story full of favourite foods and rumbly tummies, it’s a natural fit to extend the current licensing programme and include a fun yet wholesome range of Gruffalo Feasting food items.”
In May 2014 Magic Light Pictures began talking to Hornall Anderson about how it might achieve that goal. “We were keen to work with an agency that would help us retain the integrity and credibility of the Gruffalo brand,” adds Shute. “Kolak Snack Food and Appy Food and Drinks created wholesome and healthy products, and we needed a pack design that would both reassure parents whilst also exciting children.”
The design solution
The designs from Hornall Anderson are layered and full of opportunity for discovery. “Each time you look at the pack you notice something new, from an owl peeking out from a tree, to a mouse cheerfully nibbling a nut,” says Hannah Dunnett, Client Service Manager at Hornall Anderson. “Featuring endearing bespoke illustrations, the story telling packs are tactile and charming, and of course the adorable Gruffalo takes centre stage.”
The range is undeniably fun, but it is also designed to appeal to gate-keeping parents. The rich colour palette feels natural with a sophisticated yet playful font. Time-pressured parents need to be able to shop range rapidly and simply, so the consistent banner device provides all the key information quickly and succinctly. Wherever possible clear packaging allows parents to see the quality of the food inside.
Gruffalo Crumble!
The full range will be available market wide in all major UK grocers. Magic Light is also looking at opportunities within the fresh and chilled sectors.
Source: Hornall Anderson
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