Bloom refreshes Penguin’s visual identity

June 22, 2021

Penguin, a lunchbox and biscuit tin staple since 1932 has been working with brand identity and innovation partner Bloom, to refresh its visual equities and quirky assets. Bloom has reimagined Penguin for today’s family, with new packaging and a suite of assets to work across all touchpoints.

Bloom’s redesign brings the brand’s adventurous spirit to life. With distinctive characteristics in both the Penguin logo and the penguin itself, Bloom has made the iconic McVitie’s Penguin personality even more playful, clearly communicating its promise of ‘a chocolatey chuckle’.

Jon Bull, Marketing Director, Pladis said: “McVitie’s Penguin is an iconic British brand and we couldn’t be prouder of the new look and feel which has been designed with respect to the past in order to encourage a new generation of consumers to fall in love with the brand.”

Michael MacNaughton, Creative Director, Bloom said: “We explored how we could reinforce the iconic Penguin character that consumers know and love, and utilised the G in the wordmark as a holding device for the Penguin’s silhouette. Our design team scoured the archives and looked to Penguins of the past for design inspiration ensuring that the design of today was a faithful evolution and respected the rich heritage of the brand. Our crafted Penguin characters were created by Stuart Witter, our in-house Digital Illustrator who transported them into the modern day and have been designed to work across the consumer journey from digital and pack to in-store.”

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