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Tanfield and Pearlfisher work together to launch allergy-free food brand ilumi


By Gillian West, Social media manager

August 6, 2013 | 2 min read

Gourmet convenience food producer Tanfield has joined forces with Pearlfisher to create new allergy-free food brand ilumi.

The 100 per cent natural convenience meals - which are nut, milk and gluten free - aim to change the perceptions around allergy-free food.

Pearlfisher was tasked with creating the entirely new brand – from a category-challenging, strategic brand positioning to creating an original brand name, identity, packaging and tone of voice. The design aims to reflect ilumi’s taste, variety and cooking expertise as well as highlight that the brand is allergy-free as opposed to free from.

“We are delighted with the work from the team at Pearlfisher in creating a unique brand concept and positioning and how they have translated this so well into a fresh, modern and contemporary design. The really positive positioning, the transparency of putting all the ingredients on the front of pack all underlined with amazing tasting food inspired by the great food cultures of the world has really hit the mark with so many people, both with and without food allergies and intolerances,” commented Geoff Allison, CEO at Tanfield.

Of the brand design, Pearlfisher creative director, Sarah Cattle, said: “Visually we have deliberately used a positive and vibrant colour palette that celebrates the tasty variety of dishes in conjunction with a bold graphic precision that reflects the exact consideration given to every single ingredient that goes into the food. We have also created a system of beautiful icons to use across the brand to celebrate the desire for information. The brand aims to visually empower consumers by allowing them to love their food whilst always feeling in control.”

Sold online only, ilumi hopes to build an online community of allergen savvy fans by complementing the products with nutritionist and expert advice, using customer feedback and frustration with the rest of the market to continually improve its product selection.

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