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

ilumi is a range of 100% natural 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.

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.”

Pearlfisher
www.pearlfisher.com