Interview with designer Springetts Brand Design (SB), regarding views on design, and for the award-winning design Sprout Baby Food Brand.

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Interview with Springetts Brand Design at Monday 12th of May 2014: DI: What is the main principle, idea and inspiration behind your design?
SB : A brand idea, which seeks to break new ground in the baby food category by the introduction of a fresh, chilled range of part-prepared baby food, similar to formats available for adult consumption. This would allow mums to make their ‘own’ baby food easily and quickly. The concept name is intended to convey the integrity of the ingredients and how the right food is key to healthy development. Building on this idea, the creative execution is a playful, literal expression of ‘you are what you eat’. The intention to present an image of baby as happy, healthy and flourishing with the help of nature’s best ingredients. Our hope would be that the aesthetic will reassure through the promise of natural goodness, but that the image and idea will engage emotionally – making mums smile; creating a powerful on-shelf presence.

DI: What are your future plans for this award winning design?
SB : This is a concept and it would be great to see it being used.

DI: Is your design being produced or used by another company, or do you plan to sell or lease the production rights or do you intent to produce your work yourself?
SB : Currently it is a concept that belongs to Springetts Brand Design Consultants.

DI: What made you design this particular type of work?
SB : A gap in the market

DI: How did you come up with the name for this design? What does it mean?
SB : Sprout - new growth, shoots sprouting up and growing - links in with the development of children.

DI: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
SB : Project was done by Kelly Bennett and Moyra Casey