Brand strategy & identity & Packaging design
Evolve for today’s mom and baby.
After 90 years, Gerber faced the daunting challenge of appealing to a modern mom. As traditional baby food loses shelf space to new, organic competitors, Gerber needed a way to remain relevant with health-conscious, time-crunched parents without leaving nearly a century of equity on the table.
The goodness inside.
Embracing a commitment to real food, the updated brand identity dials up Gerber’s signature blue creating a textural backdrop that celebrates premium ingredients photographed in true-to-life perfect imperfection.
Empathizing with the challenge of shopping for baby, the packaging design provides clear navigation, stage milestones and simplified information for on-shelf presence. A conversational voice offers support on-pack, connecting good food to good feelings.
A familiar face.
Consumer research revealed that moms across diverse ethnicities and backgrounds saw their own little one in the iconic Gerber baby. This profound insight guided refinement of the original charcoal sketch logo. Deepening its equity, character and relatability. Giving moms peace of mind. Empathizing with the chaos. Making life easier.