Thursday, 21 October 2010

Supermarket ranges- Taste the difference

"You can enjoy our delicious Taste the Difference food everyday day of the week. Treat the family to a full English breakfast or to the ultimate bacon sarnie. If you're looking to put on an impressive spread, we've some great finger food that's easy to put together. For the sweet toothed, indulge with our Cornish clotted cream scones and enjoy the unique flavours of our Fairtrade chocolate.
There's so much to enjoy from our fantastic Taste the Difference range and you can be assured you'll be getting the very best taste and quality available."

The language used to describe the food here is important, along with the photographs it helps to build a descriptive picture in your mind.  Also using photography to capture the food like this is a successful technique as they have portrayed it well with rich colours and  portions served on a plate etc. All things I need to take into considerations for my own range.

Parker Williams Design was tasked to create new packaging across the entire range of Sainsbury’s private label – Taste the difference confectionery.
With the premium sector growing, Taste the difference was in danger of looking tired. Moreover its own growth from 250 to over 1100 products meant that the design system was coming close to corporate wallpaper. Our challenge was to re-assert the brand’s premium credentials by reflecting the passion & expertise at its heart.

While unifying the range with a strong logo & tone of voice we increased design flexibility helping with consumer navigation & choice within categories & ranges. This flexibility allowed us to use other elements on pack to communicate the brand’s core promise – just what goes into making each product taste really different Shape, texture & pattern are considered across all products, especially seasonal & gifting ranges, further emphasising the premium qualities of the brand. In short creating a signature not a system.

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