McVitie's

New thinking for an old favourite

Creative strategy, design

Client

McVitie's

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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Creative strategy, design

Client

McVitie's

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.

No items found.

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.

No items found.

The result

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

No items found.

“Bloom delivers both complex strategic work and very strong creativity which help solve the business problems we shared with them. They get stuff done, and done brilliantly.”

James Thompson

Chief COMMERCIAL OFFICER, HEINEKEN

“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

“If you have a project where brand and strategic thinking are critical to its success, Bloom is a great partner.”

Eduardo Burg

Brand Director, Danone

“Bloom have great strategic thinkers who cut to the heart of business problems coupled with some real flair and high level creativity. They have helped us to be brave and take great strides on our brands to cut through in a crowded marketplace to grow our business.”

Nick Robinson

Managing Director Brands & CMO, Kerry Foods

“I have worked with Bloom for over 7 years and know them to be a highly agile, strategic and creative design partner who always deliver work of the highest quality.”

David Gates

Managing Director Diageo Futures, Diageo

Also see

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