Penguin – Big Book of Penguin Jokes

For decades, the ritual of unrolling a Penguin biscuit has come with a guaranteed side of humor. From school playgrounds to office canteens, these chocolatey treats have served as the nation’s primary source of pun-filled one-liners. To celebrate World Penguin Day on April 25th, McVitie’s decided to immortalize this cultural staple by polling 2,000 adults to find the definitive “favorite” Penguin joke of all time.

The winner—the legendary ‘What was the name of the Emperor Penguin? Julius Freezer’—led the charge for the launch of The Big Book of Penguin Jokes. This commemorative collection brings together the best of the back-of-the-pack classics, celebrating the simple joy that these snacks have brought to British tea breaks for generations.

I was commissioned to design the book’s outer sleeve, leaning heavily into the iconic typography and unmistakable brand assets of the world-famous Penguin chocolate bar. My goal was to ensure the book felt like an oversized, tactile extension of the snack itself, instantly recognizable to fans of the brand.