The Wombles

The brief

Images credit: How&How

The Wombles made their television debut over 50 years ago, bringing with them a strong environmental message long before eco-awareness became mainstream. Their influence led to the creation of ‘wombling’ groups across the country, dedicated to litter-picking and recycling.

Often seen as the original environmentalists, the Wombles' inventive recycling methods have now been spotlighted in their updated brand identity. This refreshed image positions them as a seal of approval for sustainable businesses, offering a new layer of relevance.

With a fresh chapter ahead, the London-based agency How&How has taken on the task of reimagining the Wombles and their iconic characters, such as Great Uncle Bulgaria, Madame Cholet, Tobermory, and Orinoco. Staying true to the Wombles’ ethos, the agency adopted a reuse and recycle approach, incorporating visual elements from the past, including icons, illustrations, and pictograms.

The solution

Each character has been given its own sub-brand, complete with distinct color palettes and patterns, alongside a collection of illustrated icons reflecting their personalities from the original stories. The new verbal identity draws inspiration from the Wombles’ theme song and scripts and is paired with a fresh headline typeface, Kyle by French foundry Blazetype.

Additionally, the Wombles now feature a redesigned ‘W’ motif and wordmark. “For the wordmark, we aimed to stay true to the original chunky slab design, selecting Nordvest by Monokrom foundry as our base. We liked the way its horizontals are slightly thicker than its verticals,” says Cat How, the agency’s founder and creative director.

“This subtle inversion of traditional stroke weighting adds a quirky, playful quality that felt perfect for the eclectic spirit of the Wombles.”

While the digital illustrations and character icons are a departure from the furry models many remember from TV, these updates reflect the many versions of the Wombles that have appeared since their inception in Elisabeth Beresford’s 1960s books.

How&How's initiative is focused on promoting brands dedicated to “making less stuff,” but it seems the new identity will also extend to the Wombles’ physical merchandise. It's hoped that this expansion will be handled carefully to preserve the environmental values that have made the Wombles so beloved.