Ella’s Kitchen, the UK’s number one baby food brand today launches a “Dairy Free” range with concept and packaging by design consultancy Brandon.
The range that includes 3 SKU’s across breakfast, yoghurt and puddings will sit next to the existing core Ella’s Kitchen range on shelf offering a coconut milk alternative.
Ella’s Kitchen worked closely with Brandon who provided a design solution to the challenge of strong differentiation between the core and dairy free ranges on-shelf, whilst ensuring the familiar brand identity remained.
Creating a look to fit in and stand out
Ella’s Kitchen has such a large portfolio of products, the design strategy needed to ensure that the new proposition of products would be easily identified by shoppers. The key challenge was to retain the brand’s iconic brand design assets but also introduce a new, and quickly understood design cue, to indicate that the products are dairy free.
A little pack with a lot to say
Brandon created a concept design based around clarity. Firstly, the need to quickly identify the product as being different from the core range and to promote taste and key benefits e.g. Nutritionals are still really good for little ones even though there is no dairy, and the product is still tasty and yummy.
Creating stand out through design
Simple, bold design assets and a playful on-pack information architecture created a new identity that stood out from the core dairy brand. The ‘Dairy Free’ message took centre stage with a consistent new holding device and typical Ella’s Kitchen illustration style, which not only reinforced flavour cues but also had to promote the products coconut milk base.
Richard Taylor, Managing Partner at Brandon says: “The Dairy Free extension to the brand stays true to its roots, standing out without stretching beyond brand recognition. Equally, the creative solution positions the dairy free range as delicious alternative, not a compromise.”
Michelle Green, Group Product Manager at Ella’s Kitchen says: “We know that Mum’s and Dad’s work really hard to find Dairy Free products that are safe and healthy whilst still being super tasty and fun and importantly, that their little ones will love. However, we also know that parents struggle to not only find any exciting products available, but also to easily identify them at shelf. We have such a strong brand identity that it can be a challenge to introduce new ranges to our portfolio. Brandon worked closely with us to create a concept strategy and design that sits proudly next to our existing core ranges but one that clearly and simply ensures consumers know we now offer a coconut milk alternative.”
Source: Brandon Consultants