Magic Light Pictures has launched a new range of fruit drinks as it continues to innovate with products based on children’s character The Gruffalo.
The production company has teamed up with Appy Food and Drinks to produce two flavour variants, which naturally contain half the calories and sugars of regular fruit juices. Now appearing on shelves across the UK, it marks the extension of Magic Light Pictures’ range of Gruffalo-themed products.
Yesterday, we revealed that the company was working with Park Cakes to release a Gruffalo chocolate party cake, capitalising on the popular fictional character created by Julia Donaldson and Axel Scheffler.
The juices’ packaging was designed by London-based design agency Hornall Anderson. It features a playful yet sophisticated feel that appeals both to children and time-pressured parents, with a consistent banner device that provides all they key information quickly and succinctly.
Magic Light Pictures brand director Daryl Shute said: “Based on a story full of favourite foods and rumbly tummies, it’s a natural fit to extend the current licensing programme and include a fun yet wholesome range of Gruffalo Feasting food items.”
“We were keen to work with an agency that would help us retain the integrity and credibility of the Gruffalo brand. Quality is at the heart of everything we do and we needed a pack design that would both reassure parents whilst also exciting children. The team at Hornall Anderson got it right from the start and what’s been created is unique for the market and exceptionally stylish.”
Hornall Anderson client service manager Hannah Dunnett added: “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. Featuring endearing bespoke illustrations, the story telling packs are tactile and charming, and of course the adorable Gruffalo takes centre stage.”
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