Lessons from the shelf

Lessons from the shelf

Marmite jars on a supermarket shelf

Welcome to the first Shelf Life of 2012, with an innovative new feature – the takeout. This is not, as my Scottish friends might assume, a voucher for a Chinese takeaway, but a simple summary of the marketing point behind each post. Of course when I say ‘point’ I really mean ‘point of view’, since…

Read More

In the bag (2)

Great to see Veuve back on top form after the fridge fiasco commented on in our November 2010 blog. Here we see a return to some fashion-based wit, with a tech-fabric cooling bag complete with faux leather handle and fastener, sporting the ‘VCP’ detail from the brand heraldry. Simply loving the sketched stitching and luggage tag, darling! Takeout: Clever and relevant…

Read More

Windows ‘R’ Us

Muesli section in a Dutch Albert Heijn supermarket

As I explained in a recent seminar, Dorset Cereals uncovered a hidden army of muesli fans when it created a brand new story through packaging, and tens of thousands of consumers sighed with relief: “at last, a muesli that understands me!” I also showed the plethora of brands who suddenly felt the need to move their…

Read More

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…

Read More

Glass and metal

Grolsch beer boxes

Those tried and trusted metaphors of crisp, clean taste (condensation and chrome) are present in spades on this new Grolsch pack from the Dutch market. Both these packs also offer some structural innovations for ever more convenient storage and retrieval. ‘Fridge pack’ and ‘Mini Crate’ are fairly prosaic descriptions, but a ‘Cool meter’ on each can sounds…

Read More

The food shot…

I’ve said this before but I’ll say it again. Big brands shouldn’t use massive food shots because it invites comparison at the product, not brand level, and private label can easily make a great food shot too. So Maggi should have a simple design with a confidently-placed, neither too big nor too small brand logo, some nice…

Read More

Reusable branding

Chiquita boxes

Despite being a pack format that people don’t actually buy (unless they’re having a very big party for really healthy kids), our banana box for Chiquita still enjoys an iconic role within the consumer landscape. That’s because it is the storage box of choice for many market stall holders and car boot sale afficionados, and now I’ve told…

Read More

Full house

Here’s a creative twist on the muesli pack window epidemic sweeping the world since dorset made it so fashionable. It could have been done better but the lack of finesse might just about be excused as part of the ‘positioning‘ (though I’m not buying that story in this case – the crudeness of the house shapes adds…

Read More

Lekker rommelig

Mona desserts on shelf in a Dutch supermarket

Literally translated, my title for this work for famous Dutch dessert brand Mona is ‘tastily untidy’, with assorted typefaces and diecuts suggesting good old-fashioned sweets like Grannie used to make (in the seventies, naturally). As well as this, the lack of obvious design system puts any thoughts of factory production to the back of mind. Two portions of…

Read More

Brasserie Carrefour or Restaurant Tesco?

The UK loves its ready meals, mainly because people have to work so long and commute so far that cooking has become a weekend leisure activity, not something you can do every day. Marks & Spencer made the ready meal respectable decades ago, but now all mainstream food retailers sell the idea of dining out at home. Both…

Read More