DESIGN PUBLICATION
AFFORDABLE PACKAGING
I am beginning to notice a theme when I research, not only do I use the list from my original methodology of elements to research into when approaching a design, I also look at precedents to see how the information is translated into actual design. By looking at precedents I can also discover new things to consider, that I haven't found in my research.
For this reason, for the next section of my research I plan to again, look at precedent designs, and unpick the components used to create lower budget packaging, without reading it in plain writing.
Again using my list of things to look at from my methodology list I came up with a lists of components / steps to follow or consider when creating a piece of packaging that has a low budget. I found when researching that a lot of my inspiration came from brands used in supermarkets.
I Haven't designed anything that is considered low budget yet, and so it will be good to see what tools I can optimise to make the process more appropriate and efficient. Whilst understand what the audience looks for when shopping for low budget items.
ALDI Everyday essentials - Bright colours / large or small pallet.
Designed by: Equator.
Featured on: equator-design.com
Creating real value for Aldi
Aldi decided to lead the market in their approach to their Value tier. The range provides good quality products at great low prices. The brand set to capture customer loyalty and prevent them from migrating to other retailers to purchase their 'Everyday Essentials' items.
A new approach
Our brief was to make Aldi shopper feel proud about having Everyday Essentials items in their trolley. What the brand needed was a fun and quirky approach that could work across a wide range of commodities.
Stephen Eivers, Group Buying Director, Aldi UK
Aldi UK partnered with Equator to re-design the Everyday Essentials brand. By retaining the value equity of the current line, and building in new personality with fun illustrations, we were able to offer a family-look with clear differentiation on-shelf. As our customers' 'Favorite Supermarket,' we listened to their feedback and wanted to offer value items in a design they would be proud to place in their trollies. Since its launch the Everyday Essentials range has seen great success and we can confidently say the brand has met with our customers' expectations.
Brilliant basics
The fun illustration style we created in-house tells shoppers that each and every item has been carefully selected for them, while bright splashes of colour make product lines easy to navigate.
Essential Waitrose - White space.
Designed by: Waitrose Graphic design packaging team.
Featured on: http://2011.effectivedesign.org.uk/2010/grand_prix/waitrose.php
Design was kept pure and had an elegance to complement the parent brand’s upscale association. Sophisticated and simple, essential Waitrose reached out beyond packaging and fixture to feature at natural touchpoints like the checkout as well as within the glossy confines of the magazine Waitrose Food Illustrated.
www.marketingsociety.com
The Waitrose graphic design team were briefed to create an identity that would be bold, unique and consistent across all ‘everyday’ categories. They responded with ‘essential Waitrose’, avoiding the words ‘value’ or ‘basic’ to reassure customers of the ongoing commitment to quality. A new distinctive visual identity also reinforced Waitrose’s market leadership credentials, with flat white backgrounds accommodating both illustration and photography.
effectivedesign.org.uk
Tesco everyday value - Image - Basic illustrations and photographs.
Designed by: Rocket design consultants
Featured on:
- 1950's retro illustrations.
Rocket Design Consultants researched customer reception of the Value brand to identify its biggest pitfalls. They found its name carried connotations of low quality, while its colours were outdated and its rigid typeface unwelcoming. They changed the name to Everyday Value and incorporated several new colours to make the packaging look more enticing. The addition of key benefits and product photography also fostered enhanced transparency.
http://www.effectivedesign.org.uk/winners/2014/packaging-own-brand-food/everyday-value
Ocado - Simple.
Designed by: Jones Knowles Richie
Featured on: http://www.underconsideration.com/
“The new design utilises the Ocado swirl to create patterns in an array colours to produce a visually engaging look for the brand. We wanted to ensure the packaging was ownable while remaining proudly Ocado. Using the brand’s existing colour palette, we created exciting combinations to complement the product and appeal to the consumer.” Matt Gilpin, Design Director, jkr.
Sainsburys Basics - Tone of voice / Friendly and approachable.
Designed by:
Featured on:
Sainsburys Basics - Human aesthetic / Hand rendered typography.
Designed by:
Featured on:
Asda Smart price - Digital print / mass produced at a lower cost.
Designed by:
Featured on:
Morrisons savers - Cheaper materials.
Designed by: Coley Porter Bell.
Featured on: http://www.dexigner.com
Designed by: Coley Porter Bell.
Featured on: http://www.dexigner.com
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