Oh Baby! Look At Gerber Now

Oh Baby! Look At Gerber Now
By Jennifer Acevedo

All three Gerber baby food lines—from infant to toddler—get a makeover.

Gerber has re-launched its line of baby foods—Infant, Organic and Graduates—with new product introductions and reformulations of existing ones. A new packaging system across the three lines helps consumers shop the category.
New York-based Zack Group designed the new brand architecture system to strengthen and modernize the Gerber logo across the food product lines. New packaging creates a stronger brand block and shelf presence for Gerber overall, yet allows for strong segmentation of categories within the line.
“All of the products now relate to one another,” says Jeff Zack, president of the Zack Group. “We created a brand architecture for Gerber which allows for consistency on base Gerber products and flexibility for branded categories.”
For the base Infant line, the redesigned Gerber logo includes a prominent blue arch for greater shelf presence and billboard effect. Appetizing product photography and vibrant colors complete the new brand architecture.
The new Organic line formerly branded “Tender Harvest”, includes improved communication of the products’ nutritional and health claims. A green band under the blue Gerber arch helps distinguish organic from the base brand, while artistic food renderings emphasize wholesomeness.
The Graduates line for toddlers borrows the prominent colors from the new logo to create a bold and colorful palette, and a systemized approach for entrees, snacks, and soups. Bright yellow, which is stronger on shelf than the brand’s fragmented and recessive former identity, is introduced as the new identity across all products. The blue Gerber arch serves as the endorsement while the larger Graduates logo dynamically swirls around a star icon. The enhanced typeface, appetizing product photography, and playful design add personality and excitement to the category. BP
The author, Jennifer Acevedo, is the Editor-in-Chief of BRANDPACKAGING magazine.

Where to go for more information...
• Brand design. At the Zack Group, call 914.827.8484 or visit www.zackgroup.com.

Did you enjoy this article? Click here to subscribe to BRAND PACKAGING Magazine. 

You must login or register in order to post a comment.



Image Galleries

10th Annual Packaging That Sells Conference, Chicago, October 2012

Posted Date: October 29, 2013

BRANDPACKAGING’s packaging conference returned for a tenth year with a focus on a single message: Make It Matter.

2/24/15 2:00 pm EST

Packaging Matters™ — Packaging Satisfaction: Why it’s on the Rise, and How to Continue the Momentum

Packaging Matters™ is MWV’s annual study of the role of packaging in product satisfaction. We study packaging because it matters to brand owners, retailers and consumers around the world. This year’s research focuses on Brazil, China, France, Germany and the U.S. In the third year of the study, we will share global trends associated with packaging satisfaction, product safety, and the effect packaging has on consumers when shopping in-store and online.

Brand Packaging Magazine

bp feb cover 2015

Jan/Feb 2015

The January/February 2015 issue examines the New Age of Package Printing. You can also read the issue at the Digital Editions.

Table Of Contents Subscribe


BRANDPACKAGING Design Gallery Volume 12

Design Gallery is a design annual with a global perspective on the best consumer packaging turned out in 2014.

More Products


facebook_40.png twitter_40px.png  youtube_40px.pnglinkedin_40px.pnggoogle plus  

Consumer Insight

Interesting tidbits on specific demographics and consumer packaged goods in expanded infographic form as well as articles on new industry research and trends.

consumer insight