Danone-owned Cow & Gate has introduced a new design across its glass jars of baby food to better display the provenance of the ingredients and differentiate them from its formula milks.
Focusing on a 'farm-to-jar' concept, the new design, developed by Bloom, aims to hero the quality and naturalness of the ingredients and to encourage parents to 'reappraise jars as a category'.
The new design also aims to position Cow & Gate's jars as the start of a new developmental stage in which exploring different tastes takes on more importance.
Ed Hayes, head of planning at Bloom explained: “Our approach centred on the farm-to-jar concept to reassure mothers on multiple levels. The new marque lock-up communicates this through new iconography that highlights the naturalness of the ingredients by referencing the farm and outdoors. The lock-up also serves to unify the range, featuring on all packs and creating a strong, on-shelf, visual impact.”
The new design is now available nationwide.