Condra Design
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Gerber

After 90 years, Gerber faced the daunting challenge of appealing to a modern mom. As traditional baby food loses shelf space to new competitors, Gerber needed a way to remain relevant with health-conscious, time-crunched parents without leaving nearly a century of equity on the table.

The goodness inside

The goodness inside

Embracing a commitment to real food, the updated brand identity dials up Gerber’s use of premium ingredients photographed in true-to-life perfect imperfection. Empathizing with the challenge of shopping for baby, the packaging design provides clear navigation, stage milestones and simplified information for on-shelf presence. A conversational voice offers support on-pack, connecting good food to good feelings.

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We live in the real world, not Pinterest

We live in the real world, not Pinterest

Made for baby

Made for baby

Moms know that real life is joyful and messy all at once, we captured the beauty of real food—delicious, not artificially perfect.

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