Annabel Karmel toddler meals packaging redesigned by Brand on Shelf

3 June 2016


Annabel Karmel toddler meals packaging redesigned by Brand on Shelf

After a decade in the chilled meals category Annabel Karmel, leading children's cookery author, approached Brand on Shelf to give her 10-strong toddler meal range a packaging overhaul to further strengthen its connection with mums.

Time pressured parents are increasingly looking for back-up options and Brand on Shelf was tasked with creating a new visual strategy for the brand to showcase its strong nutritional qualities on pack whilst highlighting convenience and the expertise that Annabel has in developing recipes.

The agency masterminded a bright, bold revamp putting young diners back at the heart of its visual identity with playful illustrated child characters enjoying Annabel's meals in a colourful kitchen environment.

With a remit to strengthen shelf stand-out and re-connect with mums, Colin Mechan Creative Director said: "trust heavily influences the purchase of toddler meals, so highlighting Annabel's credentials was a natural step. Strong nutritional cues were key to reassure mums and the creation of child characters enabled the design to be playful and engaging whilst clearly signposting who they were aimed at".

Sarah Smith, Head of PR and Marketing at Annabel Karmel, said: "it was the right time for us to give our constantly evolving range a fresh look and feel. Brand on Shelf has fantastic experience in the parenting arena and know their stuff when it comes to packaging so were an obvious choice for us. We were thrilled with the overall result and enjoyed the collaborative creative process".

 

The new look follows a new listing on Ocado, with the meals already stocked nationwide in Tesco, Sainsbury's and Ocado

 



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