Ally Thomasson is a designer, illustrator,
artist, and brand maven based in NYC.
Currently at Vault 49.
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©allythomasson.com 2024
Plum Organics
Bulletproof
Branding, Package Design,
Photography, Guidelines
Team appreciation:
Nicole Cody, CD:
Tierney Latella, ADD:
Ning Juang, Sr. Designer
The OG organic baby food on the market and creator of the squeeze pouch wanted to reclaim trailblazing leadership and standout in a sea of brands trying to out fruit & veg each other.
With parents shopping to expand their babies’ palettes, Plum Organic’s variant-led system offered an easy way in to help form a child’s tastes. Digestible and intuitive architecture based on the building blocks of a child’s world makes an expansive portfolio navigable. Tastier branding and art direction more accurately represents the vibrant and natural ingredients in all Plum products for an all-around more appealing product & brand.
Press
“Building Blocks” each house one ingredient listed in the baby food or snack so that parents get a quick look at the flavor profile they’re purchasing. A stage tab and lid system also makes it clear what age and stage a parent is shopping for.
To maintain visual cohesion at higher ingredient levels, there is a system for vibrant color-blocked backgrounds. Each background must be pulled from the color of another ingredient also shown on pack.
Fresh & saturated photography with a real-fruit level of imperfection revitalizes the baby food aisle filling it with some of the tastiest-looking ingredients.