Roald Dahl identity
'Reinvent the brand identity for the world's greatest storyteller'
London-based agency Sunshine were appointed to tackle a developed proposition and branding by The Roald Dahl Literary Estate; creating a single identity to be used across the multiple properties in TV, stage and publishing. Defining the 3 main characteristics of the brand, “masters of invention”, “makers of mischief” and “champions of good", the team set to work on a fun identity that draws directly on some of the attributes of Roald's writing, namely the yellow legal paper as a little paper aeroplane. The result is a child friendly identity that moves away from [but not discounting] the brilliant work of Quentin Blake, and forms a brand that stands alone for the ever-evolving and growing brand across the world.
“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 which was also user-friendly for all our key partners." - Luke Dahl
Sunshine | Roald Dahl