The new branding includes a reinterpretation of the classic “running rabbit” pose by illustrator Chris Mitchell, the title font from the first edition of The Tale of Peter Rabbit, and author Beatrix Potter’s signature. One of the most challenging aspects of the project was to maintain the beloved heritage of the characters and stories while attracting new audiences. A lively Hop, Skip, Jump branding system includes bright colors, motion lines, and a whole band of animal and insects friends that add energy, motion, and adventure to the entire system.
A logical and necessary extension of the printed Beatrix Potter books is a strong digital presence. From the CreateFuture website: “To grow and empower the brand further, we developed a digital strategy that supports partners and helps customers enter and engage with The World of Peter Rabbit. From touchpoints to tactics, we shaped a learning and development proposition to amplify the core value of the IP, create value for parents and children by connecting them through content and experiences that drive interest in the products.”