Challenge: Develop the positioning and corresponding packaging for a new brand of baby food based on goats milk.
Insight: The entire baby food market is serious. Too serious. Because having a baby is the most beautiful thing in the world. So give an uplifting feel in communication.
Idea: We use the so called Category Entry Points, but we add an element: the rainbow. For small kids the rainbow is always a miracle. Just like a baby is a miracle for parents. This graphical element forms the visual device for The Pure Goat Company in all communications.