Blue Marlin has continued its redesign of Heinz baby products by creating a new identity for the Farley’s milk range.
Launching at the end of this month, the identity follows work by the Bath consultancy on the Farley’s baby cereals and Rusks products that were relaunched in May. Sales of these items have since risen by 25 per cent.
The new packaging retains the existing dark blue as one of Farley’s key equities, and features strong umbrella branding with yellow, blue and green rims distinguishing the three different types of milk.
“It allows consumers to make an automatic visual link from the milks to the cereals,” explains Blue Marlin project manager Carole DestrÃ©.
“Clear of clutter, the simple hierarchy of communication makes the age identification easy through use of colour differentiation and an age badge. The softer style bears enhance age progression via the positions and the toys, while communicating the emotional values intrinsically linked with baby foods,” she adds.
Farley’s Milk and Complan category manager Juliet Foster says: “We felt it was time to bring all Farley’s products together to increase consumers’ awareness that they belong to one and the same family.”