Dragon Rouge

Core disciplines: Brand Activation, Brand strategy, Branding / design, Innovation/NPD/Service Design

Brand Experience

  • Design
  • Innovation
  • Strategy
  • Insight
  • Foresight

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.

Redesigning the UK’s 1st Organic baby food range

Organix believes that young
children deserve to eat food
that is safe, nutritious
and accessible to all.

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.

What parents want is
the reassurance of
‘real food made with love’

Contributed to 50% increase in income for Hero Group in 2015

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.

“We balanced the foodiness on the front of pack with curiosity on the back showing a range of engaging shots of inquisitive little people happily exploring the outdoors. The result is a range of some 40 skus that can shape the future of the Organix brand for today’s generation of parents and truly instill a lifelong love of good food in their children.”

Steve Irvine, Creative Director, Dragon Rouge

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