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Alice’s Adventures in Wonderland: A Modern Tale

To celebrate the 150th anniversary of Lewis Carroll’s Alice’s Adventures in Wonderland, I designed three pop-up books in a concertina style with a modern take on the classic. The concept was to convey the imaginative theme of Wonderland where anything is possible no matter how crazy it may seem. The pop-ups reflected this theme as the reader has no idea what will pop-up next as they go through the books. The books were aimed at 18–24 year olds, who are at a transitional period in their lives, in order to encourage them to recapture their imagination and remember life isn’t always serious.

I modernised the classic tale by adapting lines of the original text to current language, involving a number of modern day trends within the story. In the first book, the novel Alice’s sister was reading was morphed into a kindle, the “drink me” potion was changed to Jägermeister and Alice exclaimed “OMG!” when she shrunk due to the alcohol. The second book featured the “eat me” cake in the form of a Krispy Kreme doughnut with oreo chocolate chunks, Alice screamed “WTF?!” instead of “Curiouser and curiouser!” as she grew to an extraordinary height — forcing her to take a selfie to calm herself down, obviously — and the caterpillar was found smoking an e-cigarette. The third and final book highlighted the Mad Hatter’s love of tea in the form of a Starbucks cup with the hat itself styled on the famous hat worn by current singer Pharrell Williams. In addition, the Queen of Heart’s famous catchphrase “off with his head!” was transformed into anger over her people retweeting the King’s post instead.

Postcards to advertise the purchasing of the limited edition books online also used modern language to fit the brand image. “It’s 150 years, innit?” used modern slang to emphasise the anniversary of the classic novel, reflecting back on the initial reason for the creation of the books. Abbreviations were showcased by the use of “LOL” in reference to the Mad Hatter’s spontaneous nature, and current trends were touched upon with the phrase “It says ‘eat me’, is it gluten free?”.