A walk on the wild side
client
ZSL - Zoological Society of London
services
Strategic Insight, Trend Report, Style Guide, Packaging
London Zoo is so much more than a fascinating day out. Run by ZSL (Zoological Society of London), it plays a crucial role in global conservation – caring for and boosting the populations of endangered species and finding innovative ways to restore wildlife around the world.
But this vital work needs support. The team at ZSL wanted to extend their licensing programme to products outside of the zoo.
It was the first time they’d ever tried external brand extension – so they needed a set of assets that would start conversations with larger retailers and get buyers excited.
There was lots to get stuck into, including: a kids style guide including three design pathways, a range of packaging designs and ownable brand assets for London Zoo.
“We just knew from the word go that Skew completely got what we were doing, why we were here and what we were trying to do.”
Lee Duffy, Head of Commercial at ZSL.
We’re creative creatures
The key challenge? To communicate the conservation Zoo’s work in a fun and engaging way for children, whilst also creating ownable assets. To kickstart our creativity, the ZSL team invited us to immerse ourselves in all things London Zoo – showing us the different animals, rare species and library archives.
Feeling inspired, we got stuck into our signature Skew process: digging around for inspiration in everything we’d learnt, exploring the wider market, moodboarding our creative ideas and developing each of our design routes.
“We needed to stand out on a shelf but at the same time, make sure that our conservation stories were heard – and we struck that beautifully with Skew.”
Lee Duffy, Head of Commercial at ZSL
The final result?
A successful set of assets – including a contemporary style guide full of commercial ideas for kids ranges that would speak to the next generation of mini conservationists. From bold graphics that play with animal prints and hand-drawn characters with quirky animal facts to lively block colour illustrations – it’s vibrant, eye-catching and (most importantly) fun. We carefully weaved in the all-important conservation narrative while creating defendable assets ZSL could proudly call their own. Not forgetting a gecko green packaging range that slotted in with the brand’s overall look and feel, and felt strong enough to stand out in stores.
“I just wanted to say how amazing this guide is and every time we show it to people we get wonderful feedback. I want to thank you and the team for your high standards and creativity and also, your patience.”
Claire Potter, Founder & CEO, Metrostar (Brand Licensing Agency & Literary Agent)
A *ahem* rip-roaring success
The assets we created got ZSL in the door with a major UK retailer – and here at Skew, we’ve been commissioned to work on their next heritage collection. But most importantly, ZSL were able to expand and take another step forward for conservation.
For collaborations or to learn how Skew can support your next creative project, get in touch with us today.
If you're interested in exploring brand licensing opportunities or utilising these creative assets, please contact brandlicensing@zsl.org.
“We’re able to tell our wonderful stories through the style guide and have conversations with retailers that we may not ordinarily have been able to engage with. We’re now reaching new audiences, have products placed around the UK – and can save more species across the planet.”
Lee Duffy, Head of Commercial at ZSL
