Oct 24, 2013

Smart essentials

These private label packs caught my eye for several reasons, not least for the name of the store. Cold Storage doesn’t specialise in chilled or frozen goods, yet the name does have a certain ring of quality that I suspect is magnified when English is your second (or third) language.

The packs also do better than most at allowing white to say classy and basic at the same time, whilst the window graduating to a translucent frosted bag allows another smart move: identical packs for a wide variety of products, with only the barcodes different. Makes me feel like a smarter shopper all round.