Gerber, one of the world's most recognisable baby food brands, underwent a complete identity redesign to strengthen trust with a new generation of parents seeking greater transparency, clarity and confidence.

As Creative Director and Lead Designer, I led the two-year programme from strategic exploration through to implementation. Partnering closely with a brand strategist, I defined the initial creative territories before leading a multidisciplinary team to develop the identity across every touchpoint.

The work included portfolio architecture, logo evolution, packaging design and a cohesive brand system, culminating in comprehensive global brand guidelines that honoured Gerber's heritage while preparing the brand for its next chapter.

Markets: US, Europe, Mexico, China