Gruffalo Feasting range launches with designs by Hornall Anderson
The Gruffalo Feasting range of snacks, juices and special 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 ‘forest fruits juice drinks’ and ‘terribly tasty chocolate fudge cake’.
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. “Quality is at the heart of everything we do and we needed a pack design that would both reassure parents whilst also exciting children. The team at Hornall Anderson got it right from the start and what’s been created is unique for the market and exceptionally stylish.”
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 Feasting launched with a range of premium chocolate cakes from Park Cake Bakeries, followed by 2 flavors of juice drink from Appy Food and Drinks which are Naturally 50% lower in calories and sugars than regular fruit juices. The range expands later in the year with other exciting additions in this new category for the brand.