Nat Bullard Creative Director & Design Manager

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 create a limited edition gift for the cast and crew to celebrate their work, grounded in the storytelling world of the show.

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. Inspired by the Jungle Juniors’ costumes, which featured patches earned from completing various tasks, we created a limited edition embroidered patch for the cast and crew. A pattern of triangles above the patch reflects the material, like stitched binding.

The camping element of the story is also woven throughout the gift. The patch is displayed on a pop-up tent card, which sits on a raised insert to fit comfortably within the packaging and ensure safe transit. The outer packaging is inspired by a matchbox, with "Keep away from children" marked on the side as a playful reference to the story, and a zigzag pattern that echoes both the Crocodile’s teeth and a striking strip.

The box references Regent’s Park, including its postcode and a small compass pointing northwest, as well as the dates of the show. Key elements are highlighted with embossing. Also featured is a quote from both the original story and a key musical number. The geometric chequered pattern is inspired by the Enormous Crocodile puppet, with a running stitch alongside. The red insert mimics the inside of a crocodile’s mouth. Considering future use, one edge of the box is designed to resemble a book spine, honouring the story’s literary roots, and allowing it to be displayed on a bookcase.

Emily Bridge, Designer
Laura Coppolaro, Illustrator
Nat Bullard, Art Direction
We Are Studio, Photography
Gavin Martin, Packaging Production
Emporium Embroidery, Patch Production

MADEIT CREDITS

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