Own Label Packaging

Ocado are basically an online grocer where you obviously buy the goods online and then they are delivered to your door. JKR was commissioned to redesign their own range of groceries. Their previous design didn't really have a coherent look and was only tied with a basic drop tag on each of the labels. So JKR used the swirl in the logo and made the design a lot fresher and gave it a matching system.

The online market is getting very competitive as our lives become busier and we do not want to waste time walking around a supermarket. Why would you when you can place an order in your dinner hour and then have it delivered straight to your door the same or next evening.

Their main aim was to make people love Ocado's products as much as they loved the brand. Trying to make people happy to see the packaging in their cupboards and around their kitchens.

I think this is really interesting. No, really, I do. It's hard enough trying to make a product dominate on a supermarket shelf amongst all the other brands. Making sure that whichever way the product may end up on a shelf but still being able to recognise the individual brand. But what happens when we get the product home to our own kitchens. Not all the products end up in a cupboard. I have bought some items in the past that not only have been the right product but the packaging was attractive enough to have on the work surface on show. I am thinking of a bottle of virgin olive oil which I have refilled over a dozen times because I like the bottle. I suppose then the only problem is that the brand suffers because I tend to now buy a cheaper version to fill up the bottle!

Another challenge that they had to face was trying to create a simple design for their range without having any control over the packaging. I think they have done a great job as for an own label brand it doesn't look cheap at all. The products look as good together as they do apart and the colour palette used is effective.

Now compare the above with the re brand of Morrisons Saver brand.

 These were designed by Coley Porter Bell. The designs are simple, iconic, bright but can never be called attractive. They are very functional and shout out value range. So in effect, they are very well designed as they have been pitched perfectly to their chosen position. Cheap and cheerful for a consumer looking for a bargain.