Family and Friends develops Pure brand for Kerry Foods

Family and Friends has created a new brand identity and packaging for Pure Dairy Free, a dairy-free spread from Kerry Foods.

The consultancy was appointed in June 2010 following a two-way credentials pitch against the incumbent consultancy Wonderland WPA, says Family and Friends creative partner Alex Durbridge.

Family and Friends was briefed to create an identity that would improve recognition of the brand outside of the dairy-intolerant market and give greater standout on the shelf.

Durbridge says, ’The brand has evolved from a health-food product. People were terribly in love with the product but not the brand as it stood.’

Family and Friends reinvented the brand’s logo from a ’lonesome leaf’ to something that felt more alive, and simplified the type to make it less fussy, says Durbridge.

The consultancy also created ’clean, fresh and informal’ packaging for the three varieties of Pure Dairy Free: Olive, Sunflower and Soya, says Durbridge.

To maximise standout from a sector that predominantly uses yellow, Family and Friends chose a pared-down white palette for the packaging, which also emphasised its ’Pure’ name.

The imagery, by food photographer Howard Shooter, has been styled in a relaxed way to look as though the food has just arrived on the plate. It features items that would appeal to a ’foodie’ customer who requires a product with high taste values. ’You wouldn’t want to put any old spread on asparagus,’ says Durbridge.

The new packaging, which launches in April, features a taste descriptor on the side of the pack, but all nutritional information has been placed on the base to keep the look clean, says Durbridge.