Loewy redesigns Cow & Gate baby food

Loewy has completed a major re-design for the Cow & Gate baby food brand on behalf of parent company Nutricia.

The re-design sees Cow & Gate’s range of baby foods rebranded under the new “Baby Balance” sub-brand. Cow & Gate Baby Balance has been designed to reflect the nutritional and developmental needs of babies as they grow and helping mums to give their baby a nutritionally balanced diet at each stage.

The new design will be on-shelf at the end of January with an initial launch in-store at Tesco and then roll out across all multiples savers and pharmacies during February. The new identity will initially be seen on Cow & Gate baby food jars with other products following suit later in the year. In all the jar range will encompass 60 skus.

For the first time, Cow & Gate products will carry photography of happy healthy babies across a range of ages and poses capturing the emotional essence of the Cow & Gate Baby Balance range. They are shown alongside images of fresh foods from across all nutritional groups, emphasising the purity of baby -grade ingredients and tasty goodness of each recipe. This all-new photography was commissioned by Loewy. These impactful graphics ensure maximum shelf impact and alert mums to the presence of Cow & Gate’s new offer.

This new range also showcases an enhanced Cow & Gate logo. Loewy given dimension to the typeface and added a backlight so that the logo glows and radiates with a sunlight effect.

Loewy has incorporated the colour coding system that breaks down Cow & Gate Baby Balance recipes by the key food groups to which they belong such as fruit, dairy, vegetables, meat and fish. Food group colours are featured on lids and highlighted on the labels. This system helps busy mums to check at a glance both in their shopping trolley and at home at meal-time that they are offering their babies a nutritionally balanced diet where all major food groups are represented.

Stages of baby’s development are communicated via friendly and helpful endorsements and reflect the actual texture of the product baby will experience.

Sarah Patzak, Senior Brand Manager Cow & Gate, commented: “Cow&Gate Baby Balance is our first food to help mums give their babies a nutritionally balanced diet with delicious recipes for all meal occasions that provides their baby with a healthy and balanced diet through all stages of babyhood. Loewy really understands our brand and the design of Cow & Gate Baby Balance perfectly communicates all of our key messages and breathes new life into our brand”.

Nicole John, Account Director, Loewy consumer brands said: “All mums want what is best for their baby and look for helpful nutritional advice inform their choices. The challenge to connect emotionally with mums whilst communicating the nutritional goodness in this range has been an interesting challenge. We’ve worked collaboratively with the Cow & Gate team and are delighted with the result.”

Loewy embarked on the Cow & Gate Baby Balance project in early 2006 after it secured the business on a non-competitive basis.