Inspiring a lifelong love of good food
Organix, Britain’s first truly organic baby food range, was founded in 1992 based on the belief that everyone, especially young children, deserved to eat food that was safe, nutritious and accessible to all. Since then the brand had grown from strength to strength, extending its range of foods on shelf, supporting parents through high quality information about the role of food in children’s health, and campaigning for better standards of food for children. Acknowledging the ever-expanding competition in the baby food aisle, and needing to further reinforce its founding ‘real food’ ethos, in 2012 the team approached Dragon Rouge to refresh the brand, strengthening its impact on shelf and thus building on its leading market position.
Our challenge was to deliver a clear, compelling and desirable branding system that would secure and grow the brand: reinforcing stand out, appeal and equity and creating a strong platform for future growth within the baby range which would align with Organix Goodies, its sister brand for ‘growing up’ toddlers.
We set about getting to the heart of what Organix stood for: conveying the brand’s deep understanding that a lifelong love of good food comes from introducing tastes, textures and shapes early in a child’s life, and that what parents want is the reassurance of ‘real food made with love’ for their babies and young children. Organix is proud of its No Junk Promise – always organic, nothing unnecessary and setting standards – and the branding needed to reflect the company’s passion for using excellent quality organic ingredients, grown with respect for the environment and prepared with care, from which each nutritious recipe is created.
Marie Therese Cassidy, Creative Director at Dragon Rouge says:
“Many of the team are parents ourselves and we were fired up by the innate passion at Organix for maintaining the company ethos. Each parent & child’s journey is unique and we wanted to acknowledge this with a new identity which is non uniform in style married with a style of photography that allows us to celebrate both the reality of mealtimes & the real ingredients in each pack. To reflect the brand essence each recipe is peppered with a piece of prose which acknowledges the textures, tastes and shapes each child will experience in every pack. We balanced the foodiness on the front of pack with curiosity on the back showing a range of engaging shots of inquistive little people happily exploring the outdoors. The result is a range of some 40 skus that can shape the future of the Organix brand for today’s generation of parents and truly instil a lifelong love of good food in their children.”
The new range of cereals will be on sale in major retailers from mid January and the remaining packaging for other ranges will be rolled out in the spring.