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Condiments & Sauces

Gallery M&S

Whilst half of their Private Label range could be described as homage à sensual packaging design (the rest being Ready Meals), Marks & Spencer has added two very different offers to maximise its appeal to the middle class shopper. Firstly there’s a smattering of actual A-brands, but only an elite few that M&S knows people…

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Full of natural Goddess

The Mediterranean diet isn’t a differentiating proposition here of course, so olive oil brands of all price levels abound. Many of these might look like an authentic if unsophisticated discovery brand sitting on the top shelf at Waitrose or Albert Heijn, but here they look like the undifferentiated and unbranded commodities that they are. A…

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Collective power

Spices Bottles in a French Supermarket

A client recently told me that they were hoping to persuade the trade to group all their products in one place, in order to act as a beacon for consumers. The advantages to the brand are obvious, but this can work equally well for the retailer if the category is young and your brand has…

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Sauce with character

Sauces wishing to present a bit of character usually tell a story about a ‘secret’ recipe, often belonging to an enigmatic-sounding gentleman (or lady) from the Deep South. Bottles are ornately embossed and adorned by labels suggesting they were batch-stamped by hand on an old printing machine. I found myself wanting to know more about…

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I can’t believe it’s Italy

Oh dear, do these look like they ran down the same factory line this morning or what? Mazola feels like the true owner of a bottle (albeit cost-optimised  to obscurity) based on its corn heritage. Sharing a bottle has benefits of course, but here we’re seeing mainly the drawbacks – no system to explain how…

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A drop of magnificence

Heinz mayonnaise glass jars on shelf

After years of wondering how to take on the ‘Reality’ of Hellmann’s mayonnaise, at last here’s a Heinz design that we can believe in. Cool and simple authority blend well with an imaginative take on tamper evidence, in fact it’s the drop that really catches the eye and makes the product feel more appetising. In contrast Hellmann’s…

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Roughly the same volume

Olive Oil bottles in a Dutch supermarket

These olive oils scream authenticity with convincingly handwritten labels and no discernible logo, just the name of the importer in very small type. Different fill levels and varying degrees of cloudiness take the stakes even higher, but simple cork stoppers with zero tamper evidence are possibly a step too far. Then again these guys are…

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Seal the deal

Maggi display on supermarket in Saudi Arabia

Remember when you could get this sort of off-shelf display in a European supermarket? This kind of real estate can’t be cheap, but it certainly makes an impression for this innovation (there was also a 15 metre floor ad in front of the meat counter). Even on the shelf the high gloss sachet seen through…

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Designz for Heinz

Working on a Heinz brief from the designer’s perspective is dominated by one question: How should I use the distinctive but sometimes overbearing tombstone (sorry, ‘keystone’) device? How much of it do I need to use to make it mean something? Better still, to make it mean the right thing? (Ok that’s 3 questions.) No point checking the brand…

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Middle England

Waitrose Cooks product range

In cooking aids, Waitrose’s degree of overtrading (its market share of one sector versus its share of all groceries) is now quite spectacular, due mainly to these stylish packs with an irresistible story: “I’m a proper cook”. With their chatty titles that take you half way into the recipe you’re going to use them in,…

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