Plum’s the word as Brand Opus keeps baby food simple


Brand Opus has created the new identity and packaging for baby food brand Plum.

The consultancy says the new design has aimed to simplify the packaging – creating a strong plum symbol to hold the handwritten typeface of the brand name. Imagery also takes a secondary role to the brand message, the consultancy says.

Brand Opus also says the design aims to demystify the weaning process, enabling parents to identify the right products for them at a glance.

Brand Opus creative director Paul Taylor says, ’We wanted to create a simpler but more distinct and impactful identity with a clear brand architecture that has a consistent approach throughout the portfolio of skus to improve navigability.’

The new identity and packaging is set to go on shelf by the end of the month.

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