Roald Dahl

Roald Dahl

Licensing style guides for legendary tales by the world's finest storyteller

We’re huge fans of Roald Dahl’s stories so it was an honour to work with The Roald Dahl Literary Estate, Quentin Blake and DRi Licensing, to create licensing style guides for The BFG, Charlie and the Chocolate Factory and Matilda.

Previous licensing had combined all Roald Dahl titles into one design scheme, leading to a mish-mash of stories. Instead we focused on individual titles, enabling products to be tailored to the story and characters, reflecting his readers’ particular loyalties and making the most of promotional opportunities that arrive with films and stage shows. Whilst each individual book shines, a family feel connects the whole licensing collection.

The new style guides strengthen the Roald Dahl brand, expressing his unique creative imagination and of course the magical palette of Quentin Blake’s iconic illustrations. It’s a strong new visual direction for the brand, with painterly splodges exploding over products and packaging, alongside new colour palettes, patterns, stamps, icons, silhouettes, and typography.

Within these guiding rules, licensees are encouraged to embrace a little mayhem and invention in their designs – we think the author would have approved! A range of new products inspired by the guides has now successfully launched to coincide with the centenary of Roald Dahl’s birth. Scrumdiddlyumptious!

What we did

© Roald Dahl Nominee Limited/Quentin Blake 2017