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Repositioning a family favourite

Annabel Karmel Brand / Print / Digital / Packaging
Over the past 25 years Annabel Karmel had become synonymous with great children's food. Although this is one important facet of her business, the reality is that she offers mothers far more than this. Her knowledge and advice goes from pregnancy care, through motherhood to helping aspiring mums start up a business.

The rebrand creates an emotional connection with mums across every touchpoint: the website, the App, her new book and the products on the supermarket shelf. Careful art direction of illustration and photography ensures a coherent visual language and messages across the entire brand. Packaging for the food ranges was redesigned; bright, bold illustrations celebrate the key ingredients in toddler meals, and a new range for growing children uses a character to prompt the exploration of a wide world of flavours.