New thinking for an old favourite

Creative strategy, design



The challenge

Penguin, a lunchbox and biscuit tin staple since 1932, wanted to refresh its visual identity and give a new lease of life to its much-loved brand assets.

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Our approach

We wanted to retain the essence of the Penguin brand, while bringing modernity to key assets. Our creative platform played into the British quirks and charming eccentricities that characterise the brand and make it so memorable.

Our design team scoured the archives, finding design inspiration from Penguin's past, and ensuring that the design of today was a faithful evolution; respecting the rich heritage of the brand. Our crafted Penguin characters were created by our in-house illustration team, who transported them into irresistible modern-day characters full of vibrancy and wit.

The result

Everyone’s favourite, transported into the modern day and designed to delight across the consumer journey.

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James Thompson


“Bloom are the best agency I have met at leading design thinking.”

Jeremy Lindley

Global Design Director, Diageo

“We were seeking to transform our identity. Bloom’s impressive work, in terms of strategic thinking and creative ideas, presented us with exactly what we were looking for quickly and collaboratively.”

Scott Lloyd

Scott Lloyd, CEO, LTA

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Brand Director, Danone

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Managing Director Brands & CMO, Kerry Foods

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Managing Director Diageo Futures, Diageo

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