The challenge

An increasing focus on health and wellbeing among consumers has driven some significant trends across food and drink in recent years. There's an increasing demand for foods of known provenance, using natural and organic ingredients. And, we've seen dramatic growth in the 'low and no' category – a series of sophisticated non-alcoholic beverages. Wild food experts Chris and Rose Bax offered their own unique take on these trends. They decided to launch a range of botanical infusions made using ingredients foraged from their own patch of North Yorkshire woodland. Production started small in the couple's kitchen. But to take things to the next level and get Bax Botanics onto the supermarket shelves, the pair invited ThreeTenSeven (formerly Thompson) to develop a brand and packaging.

Our approach

While the Bax Botanics range is all natural, using 100% organic ingredients, the key difference was the pinpoint focus on complex tastes and flavours. This informed our approach to the design and we got stuck into the science, even venturing down to the lab to get behind the microscope to discover the intricate structures behind the flavours. The magnified cellular images were coupled with classic typography, while a hint of foil added sophistication and modernity. We crafted a brand marque featuring a rose and a star, to represent the makers, Chris and Rose Bax.

Bax Botanics also wanted to uphold the highest ecological standards, from production to stock, print and finish. Local suppliers were chosen for the glass bottles, and a local printer recommended by us for their dedication to minimising their carbon footprint, as well as excellent finishing. We also specified a paper stock for the label that is natural fibre based, derived from sugar cane waste.

The results

The client received healthy pre-orders for the first two products in the range based on samples and design visuals alone.

When it came to the branding, ThreeTenSeven met our brief to create a luxurious yet accessible product, but the team also took it in a fascinating direction we’d never have imagined. It’s elegant, classic and luxurious, while still being rooted in nature, which is so right for us.

— Rose Bax