Plum Baby Food

Designed by BrandOpus, United Kingdom.

BrandOpus has created the new identity and packaging for premium baby food brand, Plum. The new design aims to demystify the weaning process, enabling parents to identify the right product for them at a glance.

BrandOpus recognised that whilst the original Plum brand identity had strong aspects such as the logotype and colourways, the packaging was cluttered and difficult to navigate for the customer.
The redesign has simplified the overall presentation; creating a strong plum symbol to hold the handwritten typeface of the brand name and also the product communication, with imagery taking a secondary role to the brand message. The photography focuses on a key ingredient within in recipe, offering a reassuring message of real, organic food, capturing the essence of the lovingly-created home-recipes of Plum founder and chef Susie.
BrandOpus creative director, Paul Taylor, says, We wanted to create a simpler but more distinct and impactful identity with a clear brand architecture that has a consistent approach throughout the portfolio of SKUs to improve navigability.

Vanessa O’Farrell, head of marketing at Plum, says, “The new packaging has been effectively designed to give greater stand out in store and simplified communication with clear messages and meal occasion, making it easier for parents to feed their babies real, wholesome recipes that will help them to develop an appetite for life.”