Baby food brand
Our hope would be that the aesthetic of the concept would reassure through the promise of natural goodness, but that the image and idea would engage emotionally – making mums smile; creating a powerful on-shelf presence.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
A brand idea, which seeks to break new ground in the baby food category by the introduction of a fresh, chilled range of part-prepared baby food, similar to formats available for adult consumption. This would allow mums to make their ‘own’ baby food easily and quickly.
The concept name is intended to convey the integrity of the ingredients and how the right food is key to healthy development.
Building on this idea, the creative execution is a playful, literal expression of ‘you are what you eat’. The intention to present an image of baby as happy, healthy and flourishing with the help of nature’s best ingredients.
Reassuring through the promise of natural goodness, with and image and idea to engage emotionally – making mums smile; creating a powerful on-shelf presence.
OPERATION / FLOW / INTERACTION:
PROJECT DURATION AND LOCATION:
FITS BEST INTO CATEGORY:
PRODUCTION / REALIZATION TECHNOLOGY:
Created in-house as a concept for a baby food project.
SPECIFICATIONS / TECHNICAL PROPERTIES:
Baby food, concept
Overcoming the challenges of a stagnant baby food market.
TEAM MEMBERS (2) :
Moyra Casey and Kelly Bennett
Springetts Brand Design Consultants, 2013.