Snuggle
Bulletproof
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 and tastier branding and art direction more accurately represents the vibrant and natural ingredients in all Plum products.
“Building Blocks” each house one ingredient in the formula that is also listed on the see-through window underneath. The stage tab system and coinciding color-coded lids make it clear what age a parent is shopping for.
To maintain 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.