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Oliver's Cupboard - A Flavor Adventure for Little Taste Buds

Oliver’s Cupboard is a new entrant in the baby food market, committed to introducing infants to a world of delightful flavours through nutritionally rich and wholesome products. The challenge was to create a unique identity in the competitive baby food segment and position Oliver’s Cupboard as the go-to choice for parents seeking high-quality, diverse, and nutritionally balanced baby food. We positioned the brand as “Opening the Door to a World of Flavour Adventures” – which became its subsequent tagline. We then created a visual story that was playful, nurturing, trustworthy and premium.

Logo Design for a Baby Food brand, by Lee Mason, Freelance Graphic Designer, London.

The Packs - A Series of Adventures

We took inspiration from ‘The Lion, the Witch and the Wardrobe’ and envisioned that in opening the food cupboard door – Oliver would discover a ‘new world of flavour adventures’. For the visual language – we chose the concept of illustrating the range of Oliver’s Cupboard baby food like a series of children’s story books, using an illustrator to create a series of unique pack illustrations – to tell a different story for each flavour. The hand illustrated logo was created to give an organic and soft and playful feel to the brand. Simple, bold, recognisable.
Branding and Packaging Design for a Baby Food brand, by Lee Mason, Freelance Graphic Designer, London.
Branding and Packaging Design for a Baby Food brand, by Lee Mason, Freelance Graphic Designer, London.
Branding and Packaging Design for a Baby Food brand, by Lee Mason, Freelance Graphic Designer, London.
Branding and Packaging Design for a Baby Food brand, by Lee Mason, Freelance Graphic Designer, London.

The Outcome

Through a carefully crafted brand strategy, positioning, and creative design elements, Oliver’s Cupboard successfully established itself as a leader in introducing infants to a world of flavorful adventures. The brand’s commitment to both nutrition and taste resonated with its target audience, making it a trusted choice for parents navigating the exciting journey of introducing solids to their little ones.
Client:Oliver’s Cupboard
Deliverables:Brand Strategy, Brand Identity Design, Logo Design, Packaging Design.
Team:Creative Direction, Packaging Design – Lee Mason, Illustration – Belle Lee
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