Emily Bridge Senior Graphic Designer

ABOUT

The Roald Dahl Story Company developed and co-produced a new musical adaptation of The Enormous Crocodile at Regent’s Park Open Air Theatre. The brief was to design merchandise, and a limited edition gift for the cast and crew.

The merchandise was to be something special and affordable that could celebrate young children’s first experience of the theatre, so the magic stayed with them after the show. The limited edition gift was a keepsake for the cast and crew to commemorate the run at Regents Park Open Air Theatre.

In the production, a group of children called the ‘Jungle Juniors’ and their teacher go camping in the jungle where The Enormous Crocodile is hiding, ready to fool them with his clever tricks.


We created embroidered patches and enamel pins to reflect the show’s Jungle Juniors and their costumes which were decorated with badges and embroidered patches, earned from their adventures. The products had a minimal, playful look for children, slightly adapted in the gift for grown-ups. The fun of the story was incorporated in both concept & colour.


The idea captured the story’s tone, giving children their own merit badge for surviving the Enormous Crocodile. Simplicity was key for audience appeal and legibility, with designs drawn in curves and block shapes, contrasted by Croc’s teeth on display.

For the packaging of the limited edition gift, the design also reflects the story, set, costumes, and camping theme. The patch is displayed on a pop-up tent card. The check pattern calls to the Croc puppet, with a red insert mimicking his mouth. Inspired by a matchbox, a striking strip, echoing Croc’s teeth, sits alongside a warning: "Keep away from children.” For display, the box has a 'book spine', calling to the story's heritage.

The gifts received praise and the merchandise sold out at the venue. Due to the success of the merchandise, these are being redesigned in the show's new branding. The theatre team plans to continue with the idea of creating a unique embroidered patch for each stop on the tour. These patches can be collected, similar to how scout badges are.

Laura Coppolaro, Illustrator
Emily Bridge, Designer (Limited Edition Packaging)
Nat Bullard, Art Direction
We Are Studio, Photography
Gavin Martin, Limited Edition Packaging Production
Emporium Embroidery, Limited Edition Embroidered Patch Production
Rocket Branding, Merchandise Embroidered Patch Production
Black Rooster, Merchandise Enamel Pin Production

MADEIT CREDITS

  • Theatre goers and the Cast & Crew from the Regents Park Open Air Theatre Run of The Enormous Crocodile the MusicalClient
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