Client: Cow & Gate / Cow & Gate Baby Club
Sector: Baby Care
Role: Designer – Lead
Agency: Conran Design Group – HAVAS
Personal Responsibility: Identity Rebrand / Guidelines / Brand Collateral / Social Media / Digital Management / Packaging Involvement
With a rich 100-year-old heritage Cow & Gate dominates the market as one of Britain’s biggest and best-loved baby brands. However, to stay relevant in the modern-day market they were in desperate need of a brand evolution to realign the brand around authenticity, natural goodness and instinctive parenting.
‘Helping parents naturally nourish happier babies.’ Cow & Gate's promise was brought to life through building an extensive photography library that feels natural, authentic and makes you smile. The stark red and white brand colours were replaced with a warm and inviting palette inspired from fresh natural ingredients. A playful rounded ('well-fed') typographic approach brought a sense of charm and ownability to the graphic language.
Natural goodness – Packaging was refreshed with a wholesome feel, using a recognisable green swoosh across the packs. Products were shot in a natural garden setting as well as kitchen window sills to give a sense of homely goodness.