Inspiring a lifelong love of good food
Organix, Britain’s first truly organic baby food range, was founded in 1992 based on the belief that everyone, especially young children, deserved to eat food that was safe, nutritious and accessible to all. Since then the brand had grown from strength to strength, extending its range of foods on shelf, supporting parents through high quality information about the role of food in children’s health, and campaigning for better standards of food for children. Acknowledging the ever-expanding competition in the baby food aisle, and needing to further reinforce its founding ‘real food’ ethos, in 2012 the team approached Dragon Rouge to refresh the brand, strengthening its impact on shelf and thus building on its leading market position.
Our challenge was to deliver a clear, compelling and desirable branding system that would secure and grow the brand: reinforcing stand out, appeal and equity and creating a strong platform for future growth within the baby range which would align with Organix Goodies, its sister brand for ‘growing up’ toddlers. We set about getting to the heart of what Organix stood for: conveying the brand’s deep understanding that a lifelong love of good food comes from introducing tastes, textures and shapes early in a child’s life, and that what parents want is the reassurance of ‘real food made with love’ for their babies and young children. Organix is proud of its No Junk Promise – always organic, nothing unnecessary and setting standards – and the branding needed to reflect the company’s passion for using excellent quality organic ingredients, grown with respect for the environment and prepared with care, from which each nutritious recipe is created.
The new range of cereals is now on sale in major retailers.