Hornall Anderson Taps Rumbly Tummy Illustrations

The Gruffalo Feasting range of snacks, juices and special treats is now appearing on shelves across the UK. Branding and design consultancy, Hornall Anderson has created pack designs which bring the character, created by author Julia Donaldson and illustrator Axel Scheffler, to the tables of Britain, in products such as ‘forest fruits juice drinks’ and ‘terribly tasty chocolate fudge cake’. The picture books have sold over 13.5 million copies worldwide, and brand owner Magic Light Pictures, is building on this success. Its Brand Director, Daryl Shute, says: “Based on a story full of favorite foods and rumbly tummies, it’s a natural fit to extend the current licensing program and include a fun yet wholesome range of Gruffalo Feasting food items.” 


In May 2014, Magic Light Pictures began talking to Hornall Anderson about how it might achieve that goal. The designs from Hornall Anderson are described as a layered and full of opportunity for discovery. “Each time you look at the pack you notice something new, from an owl peeking out from a tree, to a mouse cheerfully nibbling a nut,” says Hannah Dunnett, Client Service Manager at Hornall Anderson.The packaging is also designed to appeal to gate-keeping parents, with a rich color palette, playful font, and a consistent banner device that provides all the key information quickly and succinctly. Wherever possible, clear packaging allows parents to see the quality of the food inside.