The Gruffalo

The Gruffalo

An inspiring style guide for a children’s publishing sensation

With over ten million copies sold worldwide across 52 different languages, it’s a much-loved modern classic. How could we help create beautiful and appropriate merchandise for The Gruffalo?

With such a successful and well-loved book, the merchandising programme needed to be sensitive and well considered. Working with brand licensors Magic Light Pictures and their agent The Licensing Company we defined the brand and developed the style guide.

We worked hard to capture the essence of the original book and artwork, and the style guide provides a framework to ensure that we keep the magic, while at the same time creating a commercially sound and practical identity system for creating packaging and products.

Encompassing everything from ceramics to giftware and calendars to board games, the range channels our love and understanding of the book, and our knowledge of other classic brands. The much-loved range of gifts launched to great acclaim and is now charming a worldwide audience, with sales continuing to grow year-on-year. We were invited back to work on the merchandising for The Gruffalo's Child, and Room On The Broom, another Julia Donaldson/Axel Sheffler creation.

What we did
Brand identity
Product design
Style guide