The UK-based creative duo behind Snowtap share their thoughts on how to make any animal cute, what makes a good pun, and what comes next for the brand.

Pictured: Susy Snow and Gracie Tapner

In 2016, designer Susy Snow and illustrator Gracie Tapner combined forces to create Snowtap, a collaborative design studio that creates playful and humorous illustrations for cards, prints stationery, gifts and homeware.

The pair met at the University of Westminster while both were completing degrees in Illustration. After graduating, Gracie went on to design for companies such as Laura Ashley and John Lewis, which she still does today. Susy started doing freelance illustration and worked as an in-house graphic designer in London, and it was over a magical catch-up coffee in Kings Cross, that the duo decided to take the plunge and launch Snowtap.

The team recently spoke with Renaissance Licensing about Snowtap and how they plan to grow the brand.

Snowtap has become known for taglines, slogans and puns. Where do you find inspiration for the copy in your illustrations?

Susy: Inspiration comes from anything and everything, whether it’s just an interesting conversation, memes, a tv show or pop culture.. and sometimes I just say things in my head… giggle… and think that would work on a card!

Gracie: I have to admit, Susy Snow is the pun queen! I leave the copy for our designs almost entirely to her, and I’m constantly surprised and amazed at what she comes up with.

And perhaps, most importantly, what makes for a good pun?

Gracie: Anything Susy concocts!

Susy: Is there such a thing as a bad pun?! Even the cheesy ones can tickle the hardest to please… But the secret to the best ones has got to be coming up with something totally new. One of my all time faves was ‘Atilla the Honey Badger’

What is your favorite animal to illustrate, and why?

Gracie: Oh! I almost want to say I love them all! But I particularly like drawing the more exotic and unique animals – chameleons, tigers, octopuses… and anything with character! Giraffes, pandas, penguins, there’s just so much humor inherent in their expressions and postures and that just sparks my imagination…

Can you tell us how you manage to make any animal – even the big scary ones – look cute and cuddly?

Gracie: It’s all in the eyebrows! 😀 If you can somehow give them a recognisably human expression – and maybe a funny hat and/or glasses! – then it’s difficult to find them scary as suddenly they’re more relatable… and ridiculous!

You’ve recently launched apparel in the UK. What product categories would you love to expand the brand into next?

Susy: Pyjamas! The idea of cosying up in a pair of jammies that are bright and colourful, covered in cute animals and maybe even have a great sleepy tagline on… *chef’s kiss*

Gracie: Ooooo homeware! Teatowls, oven gloves, crockery, cushions! The possibilities are endless and so exciting!