Retail Brand Packaging
President's Choice® Black Label products, an exceptional collection of fine foods, sourced the world over.
UNIQUE PROPERTIES / PROJECT DESCRIPTION:
The contemporary use of colour and typography is juxtaposed against custom photographed black-and-white imagery to create a sophisticated and distinctive package design. There was deliberate effort to communicate the provenance of each product mainly through imagery by capturing origin or old world preparation methods. The bold and colourful industrial typography on the black background provides unique personality and immediate brand recognition while enabling variety differentiation among larger sub-families. As a result, upon launch there was immediate buzz and interest in this new line of premium products and has established a platform for continued growth.
OPERATION / FLOW / INTERACTION:
PROJECT DURATION AND LOCATION:
The design exploration started mid year 2010 and launched at the end of 2011 with over 200 products in over 100 stores Canada-wide. The design was done completely in-house at Loblaw, Toronto Canada.
FITS BEST INTO CATEGORY:
PRODUCTION / REALIZATION TECHNOLOGY:
Matte varnish throughout combined with a spot gloss varnish on the bold colourful typography provides an additional layer of sophistication.
SPECIFICATIONS / TECHNICAL PROPERTIES:
The biggest challenge was to create a unique design system that worked across multiple package formats across various print processes.
TEAM MEMBERS (2) :
Creative Director Jason Hobson and Designer Buffy Liu
Loblaw Brands Limited , 2012.