Wow, baby--Gerber injects a little personality

At the same time, the new look updates the hallmark identifiers of the brand while also adding personality to the category.

The Zack Group (www.zackgroup.com) helped Gerber to relaunch all of its baby food sub-brands—from Infant to Organic to Graduates—with new product introductions and reformulations of existing ones. The “Gerber Baby” logo is modernized with a colorful pallete and strengthened in prominence while new packaging unifies the brand and allows for segmentation of categories within the line.

A prominent blue arch and appetizing product photography characterize the Infant line. The new Organic line, formerly known as the Tender Harvest line, adds a green band under the blue arch to help distinguish Organic from the base brand. Artistic food renderings emphasize wholesomeness. The package also improves communication of nutrition and health claims.