Designed by Pearlfisher, United Kingdom.

Tanfield and design partner Pearlfisher London unveil ilumi – a new brand for the allergy free food market.

Gourmet convenience food producers, Tanfield and Pearlfisher have worked in partnership to create ilumi, a new allergy free food brand.

ilumi is a range of 100% natural, truly tasty and – ultimately – convenient meals, all of which are nut, milk and gluten free. The brand aims to change the notion that allergy free food is a niche or less enjoyable category rather than simply another way to eat.

ilumi has been designed to reflect the exciting truth of its food; that it’s full of taste, variety and cooking expertise whilst being allergy free, rather than just a free from. By selling its tasty collection of soups, sauces, casseroles and curries online only, the brand is able to nurture an intimate connection with its consumers, using their feedback and frustration with the rest of the market to continually improve its product selection, inspire creativity for future recipes and guide the ilumi nutritionist in relevant lifestyle tips and foodie facts.

Tanfield’s brief to Pearlfisher was to create an entirely new brand – from a category challenging, strategic brand positioning to original brand naming, identity, packaging and tone of voice.

Commenting on the new brand design, Pearlfisher Creative Director, Sarah Cattle said, “This is not about designing a piece of packaging, it’s about bringing to life a forward thinking, food-focused approach in a world where the food itself often seems side-lined.

Visually we have deliberately used a positive and vibrant colour palette that celebrates the tasty variety of dishes in conjunction with a bold graphic precision that reflects the exact consideration given to every single ingredient that goes into the food. We have also created a system of beautiful icons to use across the brand to celebrate the desire for information. The brand aims to visually empower consumers by allowing them to love their food whilst always feeling in control.

Available exclusively online at the brand aims to build an online community and encourages consumers to join an allergen savvy world by complementing the products with nutritionist and expert advice – celebrating and facilitating a new allergen savvy lifestyle for all.

via Packaging of the World