The new "allergy-free" brand uses naming, packaging and tone of voice to express good tastes and enjoyable eating.
Tanfield and design partner Pearlfisher London recently unveiled ilumi, a new brand for the allergy-free food market. Ilumi is a range of 100-percent natural meals, all of which are nut, milk and gluten free. The brand aims to change the notion that allergy-free food is a niche or less-enjoyable category rather than simply another way to eat. The design seeks to reflect that the food is full of taste and variety while being allergy free, rather than just a “free from” alternative. Tanfield’s brief to Pearlfisher was to create an entirely new brand, from strategic brand positioning to original brand naming, identity, packaging and tone of voice. www.pearlfisher.com