UK – A new brand identity and a range of packaging designs for So Baby, the award-winning UK organic baby food specialists, features a crafted graphic identity that creates clarity.
Designed by UK design agency Mayday, the new packaging design concept for So Baby is a departure from conventional baby food packaging. Not only does this help the brand owner better communicate its product image, it clearly differentiates the product range from competitors on retail shelves.
"With an initial brief to revitalize the brand to coincide with the launch of four new organic puree products, Mayday were challenged to create a more impactful brand identity and pack designs that could compete more effectively in this market,” explained the design agency.
“The creative execution avoids overt references to baby imagery so prevalent in the sector and opts for a fresh colour palette and a crafted graphic identity that creates clarity and supports the hand made/ locally sourced messaging.”
One new packaging feature is the card sleeve – a major design change for So Baby. It allowed Mayday to put the essential ingredients and legal copy on the base of the pack freeing up space on the top to create greater impact, clearer branding and better product differentiation.
Following the development of the Puree packaging Mayday was appointed to extend the new livery across a range of nine ready meals. The colour-ways for this range are more restrained but they still make use of the distinctive So Baby logo for both brand and flavour recognition.