The consultancy was appointed at the end of 2009 following a strategic pitch, and finalised the designs in March 2010.
Natalie Chung, creative director of Pearlfisher, says, ‘Baby food is quite a tough category – Heinz wanted to create a cohesive brand look.’
Pearlfisher aimed to create a ‘brand world’ across the packaging for the entire baby food range. The consultancy used green to highlight the ‘natural feel’ of the products.
‘It’s all about tasty ingredients and bringing that to life,’ says Chung. ‘The friendly characters and illustrations highlight and introduce key attributes of the brand and the look and feel is also being extended beyond pack, such as within the digital campaign,’ she adds.
Katie Bleach, marketing manager of Heinz Infant Feeding, says, ‘The new look helps to communicate Heinzʼs understanding of mothers and babies’ needs and emphasises our expertise in quality, nutritious baby food.’
She adds, ‘Strong standout is achieved with a consistent brand colour.’