Packaging & brand development
Cow & Gate
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From first tastes to growing appetites, the Cow & Gate First Diets Range needed to carry the warmth, trust and recognition of the renewed Cow & Gate brand world into a more complex food portfolio.
Building on the wider Cow & Gate identity refresh, we developed the First Diets range as a clear, flexible and emotionally connected system across pouches, plates, cereals, jars, cups and multipacks. Each format had its own role to play, yet every pack needed to feel unmistakably part of one family.
Building on the wider Cow & Gate identity refresh, we developed the First Diets range as a clear, flexible and emotionally connected system across pouches, plates, cereals, jars, cups and multipacks. Each format had its own role to play, yet every pack needed to feel unmistakably part of one family.
The design brings together appetite appeal, softer food storytelling and clearer navigation, helping parents move through different stages, formats and flavour choices with greater confidence. The renewed red, refined hierarchy, ampersand heart and Cow & Gate Bear create consistency across the range, while the food imagery and layout system bring freshness, reassurance and everyday usefulness to shelf.
Across front of pack, back of pack, multipack and final artwork, the challenge was to create a system that could stretch without losing its character. Every element was built to work hard, from flavour and format cues to claims, age guidance, imagery, colour logic and shelf blocking.
A gentle companion, growing alongside every child's journey.
This is Cow & Gate First Diets, a food range shaped with clarity, warmth and care, designed to grow naturally from the renewed master brand and support families through the little everyday moments of feeding.
From pouch to plate, every pack belongs to one trusted family.
