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
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.