With big brands fighting back against own label, aggressively using discounted and promotional sales, Euro Shopper were keen to assure consumers there’s more to its products than just great value. We were tasked with finding a way of improving shelf standout as well as highlighting the products themselves.
It’s often said that we shouldn’t judge a book by its cover. However, our research shows that over a third of consumers do exactly that; making a direct correlation between pack design and contents.
After speaking to consumers, store owners and a lot of shopping, we knew what to do. To maximize shelf appeal, designs would need to be striking, relatable and legible; so that’s where we started.
Space can be a valuable commodity, particularly when dealing with limited and challenging print areas. To improve space efficiency, we moved away from the block capitals and large red panel of the old design, favouring a subtler, more flexible red tab instead. Contemporary typography enhances the look as well as the legibility and, by standardising back of pack structure, consumer navigation of pack information was improved and brand consistency created.
We’ve covered legible, now for striking and relatable…Using actual contents of Euro Shopper products, our photography team have created design enhancing imagery which is entirely representative. As an integral part of the design this imagery not only helps deliver shelf standout, but explicitly conveys the quality of the contents and in-turn boosts consumer confidence in Euro Shopper products.
Of course the concept is bright, colourful imagery, but we frequently find ourselves at the mercy of challenging print specs with minimal colours at our disposal. So, rather than sacrifice the concept, our reprographics team isolate and remove extraneous colours allowing us to keep to the print budget, with no visible difference to the design.
As with most projects, time is of the essence; large sales volumes drives the need for quick turnaround times. So, having insight, design artwork, photography and repro all under one roof allows us to deliver on point, on brand, on time, on shelf.