New branding recipe for Organix

Children’s organic food manufacturer Organix has appointed The Forster Company to review its branding, as it moves to clarify its offering for consumers.

The Forster Company will initially look at the positioning of the Organix brand before revamping its corporate identity, marketing materials, product packaging and a yet to be determined website. The work is scheduled to roll out in the new year.

‘At the moment, our brand positioning isn’t clear. Though people know us as Baby Organix, our core brand name is Organix and we also produce children’s food [under the marque Organix Goodies]. We recognise that there are confusing messages in our literature,’ Organix brand manager Marie Van-Hagen explains.

Ethical communications group The Forster Company won the design work in July on the back of its existing relationship with Organix. Consultancy associate director Amy Meadows is leading the project, and creative director Brian Wall is creative lead. There was no pitch.

Organix, which was established in 1992, produces organic infant and toddler meals, as well as sweet and savoury snacks for older children. The company achieved an £8m annual turnover in the year ending June 2004.