Organix, Britain’s first organic baby food range approached Dragon Rouge to refresh the brand. The goal was to strengthening its impact on shelf and thus building on its leading market position. Thier 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.
“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.”
– Marie Therese Cassidy, Creative Director at Dragon Rouge
