Penguin Random House Children’s unveils Peter Rabbit refresh

Publishing house Penguin Random House Children’s worked with design agency, CreateFuture, to develop a brand refresh for children’s fictional character, Peter Rabbit.

The new new identity places Peter at the front of the world that Beatrix Potter ideated almost 120 years ago. The refresh is being launched ahead of the classic character’s 120th birthday campaign in 2022.

“Peter Rabbit has an incredible legacy that resonates with multiple generations all over the world.  We’ve seen the brand evolve through various creative iterations and touchpoints over the course of its 120 year history and ahead of the Birthday milestone, it was important for us to refine and refresh the brand identity, to continue to futureproof the brand for a new generation,” says Izzy Richardson, global owned brands director at Penguin Random House Children’s.

The refreshed logo showcases the iconic Peter Rabbit pose reinterpreted by internationally recognised illustrator Chris Mitchell. It now incorporates the title font from the first edition of The Tale of Peter Rabbit, as well as Beatrix Potter’s signature.  These elements combined aim to act as signifiers of the official and original Peter Rabbit brand.

“The result is a subtle and contemporary refresh of our ‘running rabbit’ logo complimented by a new design system that can be used across marketing and promotional touchpoints for the brand.  It brings energy and adventure to The World of Peter Rabbit offering our family audience a dynamic and exciting Peter Rabbit experience,” says Richardson.