Before & After: So Baby

New brand identity and a range of packaging designs for So Baby, the award-winning UK organic baby food specialists.

"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. 

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.  

The introduction of a card sleeve was 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 were 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.

The new packs are rolling out across retail and home delivery over the next month."

Designed by Mayday

before

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. 
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.  
The introduction of a card sleeve was 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 were 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.The new packs are rolling out across retail and home delivery over the next month.