The consultancy, which has worked on a number of Kraft Foods brands, was appointed to the project ‘about a year ago’ on the back of work for Kraft brand Philadelphia, according to Holmes & Marchant managing director Simon Gore.
Packaging depicts a meadow scene to create a ‘natural aesthetic’ and a ‘child-like’ cut-out style has been adopted, according to the consultancy, which has used characters including ladybirds, daisies, buttercups, and bees to support different variants.
The colour palette is intended to follow a more natural aesthetic and the logo has been ‘reworked in the context of everything else,’ says Gore.
Rebecca Fone, client services director at Holmes & Marchant says, ‘This project was all about recapturing the hearts and minds of mums across the UK and restoring pride in the Dairylea brand.
‘The new design now strikes the right balance between ‘mum’s food choice and kids’ food choice.’