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Ella’s Kitchen, the UK’s number one baby food brand has launched a “Dairy Free” range with strategy and packaging design by design consultancy Brandon. The key challenge was to retain the brand’s iconic brand design assets but also introduce a new, and quickly understood design cue, to indicate that the products are dairy free. Simple, bold design assets and a playful on-pack information architecture created a new identity that stood out from the core dairy brand. The ‘Dairy Free’ message took centre stage with a consistent new holding device and typical Ella’s Kitchen illustration style, which not only reinforced flavour cues but also had to promote the products coconut milk base. Richard Taylor, Managing Partner at Brandon says: “The Dairy Free extension to the brand stays true to its roots, standing out without stretching beyond brand recognition. Equally, the creative solution positions the dairy free range as delicious alternative, not a compromise.”