U.K. company Tanfield Food and design partner Pearlfisher London have unveiled a new brand for the allergy-free food market: ilumi. ilumi is a range of 100% natural, tasty, and convenient meals, all of which are nut-, milk-, and gluten-free. According to Pearlfisher, 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.
Tanfield’s brief to Pearlfisher was to create an entirely new brand—from a category-challenging, strategic brand positioning to original brand naming, identity, packaging, and tone of voice.
Commenting on the new brand design, Pearlfisher Creative Director Sarah Cattle says, “This is not about designing a piece of packaging, it’s about bringing to life a forward- thinking, food-focused approach in a world where the food itself often seems sidelined. Visually we have deliberately used a positive and vibrant color palette that celebrates the tasty variety of dishes in conjunction with a bold graphic precision that reflects the exact consideration given to every single ingredient that goes into the food. We have also created a system of beautiful icons to use across the brand to celebrate the desire for information. The brand aims to visually empower consumers by allowing them to love their food while always feeling in control.”
