New look for Cow & Gate baby food range

From: FoodBev

Conran Design group has revamped the branding for Cow & Gate’s range of baby food.

The project involved harmonising 47 SKUs (across cereals, fruit pouches (multipack and single), dairy pots, rice cakes, breadsticks and steam trays) ensuring an on-shelf experience that is consistent and easy to navigate.

Product ingredients are heroed throughout the new packaging portfolio. Product ingredients were arranged in natural settings. In the portfolio, little characters are dotted around packs.

The project also involved launching the new Portion of Grain porridge range in the UK market. The range, which mirrors adult cereal trends, has a special design treatment to promote shelf stand out with textured, natural backgrounds.

Thom Newton, chief executive and managing partner, Conran Design Group, said: “We put a dedicated packaging team together to deliver this fast-turnaround project which saw the artwork delivered in three months from the briefing. The work included an 80-shot photoshoot and consumer research. The design solution will help Cow & Gate foods to be seen as a first-choice baby food brand.”

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