Roald Dahl: how one of the greatest storytelling brands got a makeover
Seventy-two years on from the publication of Roald Dahl’s first children’s story, The Gremlins, the marketers behind his brand have decided it needed a make over to fit in to the digital age of apps, websites and brand partner products.
The Roald Dahl Literary Estate approached Sunshine to work on the rebrand and the agency first created three guiding principles for the estate; 'Masters of Invention', 'Makers of Mischief' and 'Champions of Good'.
After learning that Dahl was a fighter pilot during the war and wrote solely on yellow paper, the agency created a yellow paper airplane as part of the new brand. “I’ve seen a couple of the pages of his stories, little worksheets with things scratched out — there’s something so beautiful and timeless about that”, said Simon Holmes, head of art at Sunshine. “That’s what we ended up being drawn to. Dahl as an individual — he’s got so many little trademarks that are unique to him.”
The logo’s typeface draws inspiration from a range of the author’s most popular creations, with a signature palette created by the agency, including the colours Willy Wonka Purple and Enormous Crocodile Green.
“With so many ways for children and their families around the world to engage with my grandfather’s stories and characters, it was vital for us to have a high-impact, consistent look for the brand," added Luke Kelly, managing director of Roald Dahl Literary Estate.
The timing of the new work precedes the release of the Steven Spielberg-directed The BFG movie and the centenary of his birth next year.