Derrick Lin


Design: Springetts Brand Design
Creative Director: Paul Williams
Design Director: Kevin Daly
Project Type: Produced, Commercial Work
Client: Little Freddie
Location: London / Asia
Packaging Contents: Baby Food
Packaging Substrate / Materials: Pouch

Little Freddie challenged us to rebrand their range of baby food to disrupt the category with stand out packaging that talks directly to parents, not babies.

Little Freddie is all about exceptional organic ingredients and no one beats them on the quality of ingredients. To get the best start in life children need to be educated about food and where it comes from. So we created the proposition ‘Growing the love of exceptional food’.

The packaging design was inspired by the art of plating food in restaurants. The child’s pen scribble mimics the puree techniques used by top chefs as the finishing touch to a plate. The love of food passed down to kids.

The result is a simple, emotive design that heroes the exceptional ingredients and makes shopping less confusing for parents.