Food brand Simply Organic is preparing to roll out new branding and packaging created by Parker Williams Design. The brand is relaunching its expanded product range next week.

The ready meals and soups manufacturer appointed Parker Williams in April this year, following a competitive, unpaid pitch.

Parker Williams managing director Kate Bradford says, ‘The brand had fallen out of step with current trends in what is a very interesting corner of the fmcg market.’

previous design

The black-and-white photography of the previous packaging has been ditched in favour of colour pictures of vegetables in settings that consciously reference the grow-your-own trend.

‘In design terms, we moved the brand forward from “worthy” to “contemporary”,’ says Bradford.

The packaging and branding consultancy’s creative director Jo Saker describes the motif created for the new visual identity as ‘a strong, positive symbol of the “tasty gardener” who is raising his spade to celebrate his crop of vegetables’.

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