JKR

About 18 months ago, a former jkr contact asked if we could help out with a voluntary redesign project in Sierra Leone. Happy to help, a team of jkr volunteers started working on a new design for baby food company, Bennimix.

The challenge was to create a new look for the brand which was struggling to hold its own against imported competitors. “When it came to the design, retaining the elements which made the brand recognisable was key, but we wanted to give them meaning and make them actually stand for something. As such, the blue became the sky and the green became the grass. The baby then brought all elements of the design together.” Martin Francis, Design Director, jkr. “We also looked at the use of different materials utilising a metallised substrate to help elevate the product into a more premium arena, by clever use of the inks available.” Giles Heselwood, Artworker, jkr.

The tired look of the original packaging was struggling to support the nutritional nature of the product. As a result, creating a distinctive design that established Bennimix as a credible brand was fundamental to try and ensure its future success. The benefits of which are far reaching; not only will it help the family-run Bennimix company, it’s 100% made in Sierra Leone so supports local farmers and families too.

So well done Martin, Giles, Alex, Stuart & Nick for taking the time to help, making Bennimix a proud new arrival.