flb creates pack design for Cow & Gate dairy desserts range
31/07/2008

Cow & Gate, the Nutricia-owned baby foods brand, has launched Baby Balance Dairy Desserts, a range of ambient dairy desserts aimed at babies and young children. flb, the Cheltenham-based branding and packaging design agency, has designed packaging for the range.

Comprising four variants - strawberry, raspberry, banana and peach – the range will add to Cow & Gate’s broad product range within the baby feeding sector.

The design features photography of smiling babies, portraying the warmth and goodness of the Cow & Gate brand as well as the product’s healthy proposition. The design also needed to create distinction for the desserts category. An illustrated swirl indicates the product’s creamy texture and fruit is shown in a simple and straightforward way, in line with Cow & Gate’s style, to convey the flavour. Titles are bold and colourful, without being garish or artificial, while colour is also used to indicate flavour variant.

flb was appointed by Cow & Gate in August 2007 and briefed on the project in December. Colin Mechan, Executive Creative Director at flb, said: “Our brief was to create a design portraying the emotional warmth and goodness of the Cow & Gate brand.  The design also needed to sit in line with a revamped cereals range launched in April 2008.”

Sarah O’Brien, Brand Manager at Nutricia, said: “This is an important launch for us, and flb has created a bold, colourful design that both stands out on shelf and really conveys Cow & Gate’s promise of tailored nutrition babies love. The babies shown on the packaging are really engaging, and will bring a smile to any parent’s face.”

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• flb creates pack design for Cow & Gate dairy desserts range 31/07/2008 Cow & Gate, the Nutricia-owned baby foods brand, has launched Baby Balance Dairy Desserts, a range of ambient dairy desserts aimed at babies and young children. flb, the Cheltenham-based branding and packaging design agency, has designed packaging for the range.