The Roald Dahl Story Company London

ABOUT

The brief was to create the Roald Dahl Story Company’s annual festive gift for employees, partners, and clients.

With the release of the Sainsbury's Christmas advert featuring the BFG, it felt fitting to celebrate the themes of dreams and magic from this story. Weaving in the sentiments of friendship and a sense of warmth for the holiday season, the purpose of the gift was to encourage recipients to reach out to a loved one with a handwritten message.

The gift contains three postcards, each representing a different dream from the BFG’s world: a Ringbeller, a Goldenphizzwizard, and a Winksquiffler. In the story, dreams pulse gently when captured in a jar, similar to the motion of a jellyfish. With this in mind, each dream is represented through a different marbled design and texture—gold foil, debossing, and embossing. Marbling was chosen for its uniqueness, the flow of its aqueous nature, and as a nod to the brand’s publishing roots.

Each postcard is made from two pieces of card duplexed together, so the imprint of the textures is visible only on one side, providing a smooth surface for writing on the other. Each dream is also assigned a batch number, as if the BFG documented them himself. These numbers tie back to the story: 82 (the year the book was published), 24 (the BFG’s height in feet), and 267 (the positions of “B,” “F,” and “G” in the alphabet). A postage stamp was designed to suggest the postcards arrived from Dream Country.

The set is enclosed in a dapple-embossed envelope with a washer and string fastening, symbolising the BFG’s suitcase. The envelope was designed with the unwrapping experience in mind. First, the quote introduces the idea of dreams and beginnings. After undoing the fastening, the gift message is revealed to the left, with a glimpse of the first postcard peeking through, ready to be uncovered.

Emily Bridge, Lead Designer
Laura Coppolaro, Concepting
Rachel Maiden, Marbled Design
Nat Bullard, Art Direction
Gavin Martin, Production
We Are Studio, Photography

MADEIT CREDITS

  • Partners, stakeholders and employees of The Roald Dahl Story CompanyClient
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