Reinforcing brand
values across the
portfolio

Business challenge

Global food and beverage company Danone’s leading infant nutrition brand Cow & Gate commissioned us to harmonise and redesign its baby food and milk portfolio. The new packaging designs needed to reflect the brand’s positioning around authenticity and instinct, while simultaneously creating a consistent and easy-to-navigate on-shelf experience.

Solution

We took an evolutionary approach to harmonising the range, ensuring that parents’ product recognition was not compromised. Placing the ingredients centre stage, we used ingredient-led title colours to differentiate flavours within product ranges. By commissioning a more contemporary photographic style using natural settings, we enhanced the products’ appeal.

Outcome

Our solution deftly introduced a more contemporary aesthetic while improving brand recognition, on-pack navigation and flavour differentiation. With a thoughtfully harmonised portfolio and revised product packaging that better reflects the brand’s essence, we’ve helped secure Cow & Gate’s position as a first-choice baby food and formula brand.

Our work with Cow & Gate

  • Visual identity
  • Brand guidelines
  • Packaging
  • Art direction

‘Working with Conran Design Group on the happy cow project has been a pleasure. A pleasure because it’s an intense project with many artworks to change in so little time, but with the professionalism, creativity and project management skills of the team, they have made it an enjoyable journey. Conran has really understood our brand and contributed immensely to the brand evolution that we are going through today. The new designs look absolutely amazing and I’m so excited to see them in stores!’

Simmone Yau – Brand Manager
Cow & Gate Baby and Toddler Milks Team

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