Landau Reece

Burroughs Baby Food

Burrough's Baby Food – is a premium quality, organic baby food business founded by Tom Burrough. The food range was developed in co-operation with a food nutritionist and each dish has been analysed against a baby’s nutritional requirements. The product range is specially prepared using only organic ingredients and is sold exclusively through their website.

Brief

Landau Reece were approached by entrepreneur Tom Burrough to create a brand identity for his new business, which would then be rolled out over NPD packaging, which the Design team were also responsible for. Working closely with Tom to identify the values and personality of the brand, we created a simple but elegant concept that represented his brand positioning.

Objectives

• To develop a new brand identity that communicates the values of Burrough’s Baby Food and appeals to the target marketplace.
• To execute the new brand identity across all of the brand touch points.
• To design packaging incorporating the branding and legal requirements for food products, e.g. nutritional data, which is all displayed in an appealing form.

Solution

• We researched and analysed the marketplace looking at baby food brands to establish how different competing products are represented and perceived through their brand identities.
• Through further research we identified the core values of the brand.
• We decided on a concept behind the brand that illustrates playfulness while promoting the organic and additive free nature of the food range.
• The brand logo was selected due to the fact it conveyed a degree of heritage to the newly established brand, but also leant itself well to the more playful elements of branding as previously described.
• Packaging was designed to be distinctive yet not obtrusive to tempt the purse strings of new ABC1 mothers.
• The packaging chosen was minimal, allowing the product itself to do the talking and in keeping with the green credentials of the brand.

Results

• Client was extremely pleased and went on to commission further design and digital projects with Landau Reece.