The consultancy was appointed by Silvergate Media and Frederick Warne & Co – which is owned by publisher Penguin – through a pitch in June 2012.
Branding and packaging designs along with a toolkikt of placements, patterns and treatments across a range of product categories are covered in the style guide.
The guidelines for merchandising are being developed ahead of the launch of a new animated series, which will air on the BBC’s CBeebies in late Spring followed by other global broadcasters.
Beatrix Potter created and patented a Peter Rabbit soft toy in 1903, making it one of the first examples of product licensing according to Together.
The consultancy says that care has been taken to ensure that the whole project represents a sensitive renewal of Peter Rabbit as a brand, ‘engaging with the spirit and quality of Potter’s original watercolours,’ and developing the assets into designs that are ‘relevant and engaging for family and international audiences today’.
This meant trying to conjure a sense of ‘comfort and naughtiness’ and ‘comforting nostalgia,’ says Together.
Katja Thielen, Creative Director at Together Design says, ‘It’s been wonderful to have the chance to look at the Peter Rabbit assets with fresh eyes, to bring out the personalities of the characters in a way that will appeal to a contemporary audience.’