Tesco, the world's #3 retailer debuted its new “Fresh & Easy Neighborhood Market” venture this week opening stores here in Southern California. With 30 stores set to launch by the end of 2007, the effort required not only logistic plans to open physical stores, but also required engaging top agencies to take on the mammoth design project and make the launch a success. Deutsch Los Angeles and UK brand consultancy Pemberton and Whitefoord (P&W) were brought in more than 18 months ago to complete the team. Once everyone was engaged, the three firms worked together to create a brand launch that addressed communication touch points that included everything from brand identity to store design to branding more than 1,500 products, creating employee uniforms and even building a 10,000sf “mock-up” test store.
Fresh & Easy opens with more than 1,500 branded SKUs, each of which needed its own package design. Therefore, P&W and Deutsch LA collaborated to tackle the task. P&W designed packaging for 600 grocery SKUs across 70 product families, while Deutsch LA developed packaging for fresh and frozen items. Continue reading below to see dozens of items that were designed!
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"As part of Safeway’s new corporate-brands program,
Anthem created a strategic point of difference on shelf for their
private-label fruit sodas. Drawing from a more progressive European
design influence, Anthem’s new system removes all the extra layers and
boils each flavor down to its essence—it says only what it is and
doesn’t claim to be anything else. Each can’s artwork is iconic and
accentuates the specific characteristics that consumers associate most
with each fruit. In addition to framing the artwork, the parentheses
give focus to the simple flavor and subtly insert a succinct
explanation of the can’s contents.
The product’s form factor was
carefully considered in the packaging development as well. By keeping
the design simple, the usual color limitations were avoided; crisp,
recognizable imagery was the result. Like their contents, the cans are
refreshing, and their unified, consistent look offers an eye-catching
presence in the soda aisle."
Via AIGA, More Pics after the Jump!
Continue reading "Safeway Fruit Flavored Sodas" »
TESS (Teen Everyday Skincare System) is a complete skincare line targeted towards teenage girls. I find the use of typography to be very well done, and the overall look is young, fresh, and simple, without screaming "look at me!". More pics after the jump!
Continue reading "TESS Products" »