Universal Favourite refreshed Monkey Baa Theatre Company for audiences ranging from young children to teenagers. The identity takes cues from children’s literature, including papercut textures, bold shapes and hand-drawn details. Sebenta forms the slab-serif wordmark, paired with Gellix. A set of expressive characters can be combined and scaled for different emotions and audiences. Colour and tone shift from playful children’s communication toward a more considered teenage register within one system.