Bellamy’s Organic
Bellamy's Organic had the brand story. Australia's only certified organic baby food brand, with Tasmanian origins and a genuine commitment to purity and simplicity, however the packaging wasn't reflecting it. In a formula category defined by bold, clinical architecture (strong holding devices, colour blocking, clear stage navigation), Bellamy's had become recessive on shelf. The word 'organic' overwhelmed the Bellamy's name in the hierarchy, the photography felt dated, and the range lacked the visual cohesion it needed to compete.
Luisa led the packaging re-design across the full product range, art directed both the food photography and the baby and toddler talent shoots, and developed brand guidelines to allow Bellamy's internal team to manage consistent rollout across an expanding portfolio. The design work started with hierarchy. Bellamy's was repositioned as the master brand, with the name large and prominent at the top of pack, and 'organic' reframed as a descriptor rather than the lead word. The iconic Bellamy's blue was retained but within a cleaner, more structured layout. A consistent holding device created stronger shelf architecture across the range, and colour-coded stage numbering gave parents an intuitive navigation system across a portfolio spanning formula tins, pouches, cereals, pasta and snacks. Australian Made and Certified Organic credentials were moved forward in the hierarchy to do more visible work on shelf.
The photography was briefed to bring warmth back into the brand. For the talent shoots, covering babies and toddlers across three age groups, the direction was contented children in natural home environments, not staged or studio-lit, with a consistent indoor/outdoor connection and natural light throughout. Casting was deliberately diverse. The food brief ran to over 25 shots, using fresh ingredients styled simply to communicate purity and appetite appeal.
Client
Bellamy’s Organic
Disciplines
Brand Identity
Strategy
Art Direction
Brand Guidelines
Packaging Design
Typography
Finished Artwork
Agency
Luisa Scoppa Design
Frost* Collective
Photography
Lantern Studio
