Lovely Package

Curating the very best packaging design

The Food Doctor

January 24, 2011 | 5 Comments

Designed by Pearlfisher | Country: United Kingdom

“Pearlfisher has created a new brand identity – and redesigned the packaging across the entire range – for the UK’s leading nutrition consultancy The Food Doctor.

Co-founded in 1999 by Ian Marber, a leading nutritionist and acknowledged expert in his field, The Food Doctor is a unique concept that provides sensible advice for achieving a healthier plan for life. From the start it established itself as a visible brand in the field of healthier eating with a range of food products from seed mixes to ready meals.

The new identity needed to embrace the ‘Eat better forever’ strapline and move the brand focus from a functional product to more of a lifestyle proposition.

Pearlfisher Creative Director, Natalie Chung, explains, “We have created a memorable symbol which bonds food & health together in a wholesome, tasty icon – the apple. The apple reflects the brand journey from seed to life and provides an inspirational identity for future celebration and growth to communicate the core truth of The Food Doctor philosophy – that this is a way of life and not a fad, nor a diet.”

Natalie continues, “The language throughout is both simple and informative, empowering consumers with the knowledge they need to understand their food and truly love their bodies. The use of colour across the range builds this message by injecting the brand with a sense of continuous energy and positivity.”

Michael da Costa, Managing Director of The Food Doctor, says “We looked at what is happening in the health food aisles and the changes in consumer behaviour and had a think about how to grow the brand and communicate The Food Doctor’s key messages to shoppers. This has successfully been achieved by Pearlfisher, who have really captured the essence of the brand in terms of consumers’ priorities for health, and by our licensing partners with exciting NPD and flavourful foods that fit in with everyday lifestyle”.

Launched end of 2010 with The Food Doctor bread products, the entire new-look brand portfolio will roll-out in the coming months across the UK.”


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5 Responses to “The Food Doctor”

  1. Maja Pelc
    January 26th, 2011 @ 9:11 am

    I have to say I was curious at first as to what kind of product it really is, food or cosmetics. Maybe when it stand on the proper shelf you don’t have to ask yourself that.

    Really lovely graphics. Cute and tasty at the same time. However i do ask myself if it conveys the pharmaceutical message…?

  2. Pablo!_
    January 26th, 2011 @ 9:40 pm

    Clap, clap, clap, clap, clap!

  3. Mika
    January 31st, 2011 @ 8:51 am

    Lovely package :) Love colours and typo.

    I just wondering why apple and only apple?

  4. Neil
    January 31st, 2011 @ 12:26 pm

    So it contains apples?

    Oh no, sorry that’s the identity. My mistake, how silly of me to think that.

  5. Anette
    February 3rd, 2011 @ 7:23 pm

    There are no stupid questions 😉

    I like this design but there are some things I thinking of.
    I think the problem is this product is between categories, it’s not the food and not medicines.

    I wondering consumer opinion about this product – will producer make any consumer research?

    And one more thing: apple as the brand (big apple – maybe they should name the brand New York Doctor ;)). Apple is ok as symbol of health but in this case suggests apples inside – it takes more than half of design – taste name is very small here. I understand idea but one more thing why the brand is in taste colour?

    Lovely design is one thing but strategy for this product is not quite clear.

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