Brand design agency, Lewis Moberly, has partnered with leading organic baby food brand, Little Freddie to create a new design system for its portfolio of products as it expands across markets and introduces fully recyclable packaging.

Founded in 2014 by parents Piers Buck and Taslim Ho, the business was born from the couple’s frustration at a lack of quality ingredients and sourcing credentials in the baby food category. The brand is named after their son Freddie.

Lewis Moberly was briefed to deliver a new design system for Little Freddie across the UK market linking through to the brand’s digital expression. Pack hierarchy also needed to be strengthened to aid navigation whilst being mindful of future NPD. An evolutionary approach was required to retain consumer recognition of this much-loved brand with stronger organic cues explored. Existing packaging design hadn’t reflected the quality and superior taste of the ingredients as well as the brand’s premium positioning that made it so distinct from its competitors.

The new design system builds on strong existing brand assets. The distinctive ‘squiggle’ works across all packs. Range differentiation is delivered through fun illustration, messaging, and range imagery including a new serving spoon. Taste appeal is achieved through fresh ingredient visuals ‘heroed’ front and centre of pack with ‘pops’ of colour. The brand’s ‘off pack brand world’ has been introduced giving the range a premium, ‘foodie’ air but with a playful edge ensuring it doesn’t lose its reassuring feel.

Emily Fox, Creative Director at Lewis Moberly commented:

“Unlike other brands in the baby food category Little Freddie talks to parents before their children. We’ve therefore introduced a more sophisticated colour palette reflecting the flavour of the products as well as acting as a navigational tool. We’ve very much kept the essence of the Little Freddie brand but delivered an everyday premium feel with more taste appeal and a smile in the mind.”

Joe Budge, Marketing Manager, Little Freddie added:

“It has been a pleasure to work with Lewis Moberly to bring in more personality and warmth to our packaging while strengthening the range navigation. They have done a fantastic job to retain the brand assets that have brought us success so far, our white pack and distinctive squiggle. Exceptional ingredients remain at the core of our brand and the new design reflects this in a more succinct way with the quality of our food shining through. This helps us to appeal to discerning parents allowing them to feel good about the choice they’ve made for their children. The new design also has room to flex as our range grows.”

In the UK, Little Freddie is stocked in several retailers including Sainsbury’s, Tesco, Coop, Ocado, Spar, and Daylesford. The new range design has now launched.