Client: CreateFuture
- Animals
- Cartoon
- Character
- Retail
First published in 1902, by Frederick Warne & Co. (now part of Penguin Random House) The Tale of Peter Rabbit by Beatrix Potter has never been out of print and remains one of the world's best loved children’s stories. Penguin Random House will commemorate Peter Rabbit’s 120th Birthday in 2022, and in celebration of this they worked with design house CreateFuture to provide a brand refresh and global brand strategy for The World of Peter Rabbit™. To help in this process, Chris Mitchell was commissioned by CreateFuture to create a more contemporary, iconic version of the 'running rabbit' character to feature as the brand icon for The World of Peter Rabbit.
The crafted lettering of the Peter Rabbit wordmark was created by associate Chris Weir and pays homage to Beatrix Potter and her first edition of The Tale of Peter Rabbit.