Penguin Ventures unveils Flower Fairies style guide

The firm has teamed up with design agency Andsome Creative Agency to reimagine the brand, creating a new series of design treatments.
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Penguin Ventures, part of Penguin Random House, has reimagined the Flower Fairies brand with the launch of a new style guide.

Cicely Mary Barker’s Flower Fairies, which was first published in 1923, boasts 170 illustrations of detailed botanical drawings and the fairies.

To develop the new style guide, Penguin Ventures joined forces with design agency Andsome Creative Agency to rethink the style guide by creating a series of design treatments inspired by original artwork and recent trends in fashion and interiors.

“Cicely’s illustrations are incredibly intricate and have a real clarity and beauty when you isolate individual elements. We really wanted to celebrate her unique talent for painting botanicals in such stunning detail, while simultaneously showcasing the fairies,” said Thomas Merrington, creative director at Penguin Ventures.

“Andsome has responded beautifully to our brief by creating a set of design placements and patterns that show off the individual florals and fairies in a clean, fresh way, allowing the brand to evolve in a contemporary new direction. We feel there is a huge potential for the Flower Fairies and we’re excited to see how licensees will be inspired by the new style guide.

“We’re looking forward to creating contemporary ranges for both adults and children to ensure the appeal of the Flower Fairies remains as strong as ever.”


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Penguin Ventures on the strength of the Flower Fairies brand

Following a new style guide, the Flower Fairies brand is set to gain a new line of licensed goods ready for autumn 2018. Here, Thomas Merrington, creative director for Penguin Ventures, reveals plans to collaborate with a fashion label and why the firm wants licensees to be brave with the new designs.

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