Punch & Judy toothpaste rebranded by Free The Birds

Punch & Judy Strawberry

Punch & Judy, the cult children’s toothpaste brand, has relaunched with an identity and packaging redesign.

The rebrand also retells the classic Punch & Judy story to appeal to modern audiences.

Punch & Judy redesign

Free The Birds, the design agency commissioned to produce the redesign, without a creative pitch, has created a 21st century version of the seaside puppet show with an engaging and entertaining cast of characters.

Amazon debut

The rebrand initiated by Watford-based Strides Global Consumer Healthcare is the first change since it acquired the toothpaste brand in 2016; and coincides with the brand’s debut into Amazon Store in the UK from 22 June, 2020.

The new design introduces modern dad Punch who is funny, warm and prone to the occasional mishap; mum Judy who is busy, active and loves her yoga classes; and the baby, who is a fearless rebel and full of character.

The crocodile, who loves to show off his gleaming smile, gets a more prominent role in the updated story.

Free The Birds worked with the acclaimed children’s book illustrator Natalie Kilany on all of the illustrations.

Complete overhaul

The relaunch also includes a complete overhaul of the Punch & Judy logo, on-pack images including the tube featuring reimagined characters; and supporting design for Amazon Store launch and all e-commerce channels.

Punch & Judy toothpaste is already well-loved as it appeals to both children and parents.

The brand comes in sugar-free: Simply Strawberry for 0-2 years old; and for 3 years and over – Hint of Mint and Fun Bubble Gum (formerly Tutti-Frutti) flavours.

Though the Punch & Judy story, which dates back to 1662, has been updated, elements in the illustrations retain the story’s theatrical heritage.

On the front of the packs Punch, Judy and the baby are framed by theatre stage curtains.

Brush time battleground

“Brush time can turn into a battleground and for Mums and Dads it ranks alongside getting their kids to eat their veg or getting them to go to bed as a potential source of conflict”, Mike Bennett, Head of Consumer Healthcare & OTC at Strides said.

“Punch & Judy has spent years developing gentle flavours that kids love and with Free The Birds new designs we hope to make brush time a fun time for a whole new generation.”

Paul Domenet, Communications Creative Director at Free The Birds said, “Retelling and reimagining the Punch and Judy story for a more enlightened world was a joy.

“And giving parents characters to help win the teeth-brushing battle with their kids was an added inspiration”.