Jacqui and Gwen have worked closely on the
project over the last year, re-designing the brand’s
logo, re-working the loveable Rafferty baby
character, creating a new design to apply across all
53 products and creating brand guidelines for future
use.
“Finding a packaging agency who could work on
both the strategy and design was essential for our
business. We have had such a great experience
working with Boxer & Co. They have been great
partners who challenge and strive to deliver the
best solution for their clients.” Said Jacqui.
Through our research and strategic thinking, we
realized that for babies and children, eating is
about fun and enjoyment. Most parents will tell you
that if they do the ‘choo choo’ train or ‘aeroplane’
with babies food, there is higher chance they will
eat it. A lot of brands are tapping into parents’
fear that surrounds childrens’ food (is it healthy,
nutritious etc?) rather than celebrating the JOY of
the eating experience. Children eat with all of their
senses and love to explore.
The final design is due to be launched in February
2015. Gwen explains the thinking behind the new
design.
We created a new platform for this fun-loving brand.
Babies love having fun with food: exploring, getting
stuck in, their fingers in everything. Textures, tastes,
smells, getting messy, testing if things are squishy or
squashy! Just exploring & enjoying the pleasures of
simple, fresh, great tasting, real food.
“Rafferty’s Garden had great stand out with eye
catching colours, but very little beyond this to
help brand blocking and navigation. We decided
early on that we needed to retain many aspects of
the popular current brand, but it needed to stand
up and punch at a heavier weight – we needed
to introduce a consistent brand colour across the
range for greater impact on shelf and give Rafferty
and the logo a stronger role on the pack to aid
instant recognition and brand recall.”
This message is reflected in the vegetable coloured
splats on each pack and the new, more artisan,
illustrative style of the Rafferty character. We
introduced food photography to give taste cues –
this is genuinely the best tasting baby food on the
market. We realized that the top right hand corner is
almost as important as the variety name and worked
hard to make this area as clear and concise for busy
parent shoppers as possible, making the month
indicator much bigger.
Overall, the pack is cleaner, with less messages and
more focus on what’s important, whilst injecting an
exciting new feel. We can’t wait to see the packs on
shelf and ringing through tills!