While Gerber has nourished generations successfully for 90 years, moms began to view it as previous generations’ baby food and were turning to new, organic competitors that felt in sync with their health-conscious, time-crunched lifestyles. Our goal in updating the brand and packaging was simple: bring Gerber and today’s parents together.
Restoring and refining the original charcoal sketch of the Gerber baby, we made the most of its equity, character and warmth. Since moms know that real life is joyful and messy all at once, we captured the beauty of real food. We also dialed up the existing brand color to a rich, textural blue that makes the food stand out and feels premium. Shopping is now easier thanks to clear navigation, eye-catching stage milestones, and simplified information in a conversational, confident voice.
By going back to Gerber’s roots, we found the path forward. The brand has come a long way, and is set to earn love for generations to come.