A pioneer from the start with the aim of transforming the world of baby food by focusing on quality, enjoyment and child development with Michelin star chef developed meals, Lovemade revolutionised the way pre-made baby food is seen in Denmark with its offer of 100% organic, high-quality baby food uniting taste, texture and nutritional goodness.
In a category filled with meals in pouches and child-centred designs, we wanted to help LoveMade challenge the industry by re-focusing on its premium quality, with a trustworthy design that is both enjoyable for children and appealing to parents.
The packaging design needed to expertly communicate transparency and trust in the quality of the food and the brand offer to reassert Lovemade as the trusted brand leaders in this space.
In a category filled with child-centred design, we wanted to help Lovemade challenge and take on the industry once again by re-focusing on its quality, points of difference and by putting the enjoyment of good firmly at its heart with a new design that speaks to the grown-ups.
Our ultimate inspiration was to bring back the joy of food into the category and take babies taste buds seriously with an impactful and optimistic design that dials up all the different aspects of the Lovemade brand – evoking different textures to help support and develop babies’ motor skills and speaking to flavour, quality and texture with food and love at its core.
The new design uses colourful illustrations to focus on the ingredients, textures and spices in each dish to reinforce both the sensory experience and the importance of enjoying good food and flavours from an early age. The new chef hat icon reinforces the Michelin star chef certified status while other bespoke icons – such as a cow or a carrot – give a clear indication of the protein or vegetable content of each dish. The meal description, reminiscent of a restaurant menu, is set out in the centre of pack with a contemporary but natural and soft palette reflecting the real food credentials.
The packaging goes against category trends. The pot format encourages spoon-feeding and allows for a chunky textured dish to ensure proper development of motor skills and for the baby to be able to see, smell, feel and – most importantly – enjoy the food.
The new packaging design gives a bolder presence on shelf, and digitally, to move Lovemade into a new future and set new ideas and benchmarks in this very significant and competitive category.
