Impressed with our experience in retailer own label packaging design, Dunnes Stores chose Brand Britain to work with them on a selection of projects, beginning with a re-positioning and expansion of their ‘Let’s Cook’ range.
Their single-minded objective was simple: when a shopper thinks ‘meals’, they think ‘Dunnes’.
How? We began the re-design, as we always do; with a deep dive into Dunnes core values. From insight supplied and our own understanding of shopper drives, we knew that value, quality and sustainability needed to be articulated across the range.
In terms of visual language and on-pack articulation, that meant getting the position just right. We knew it had to balance food values and quality with accessibility and ease, to ensure it was enticing and appealing to all shoppers, whatever their culinary confidence or experience.
Outcome: The result is a visually appealing range that’s easy to see and easy to buy, but equally, conveys simplicity. Already making it a firm favourite with busy shoppers who want to create stunning meals without spending hours in the kitchen.
Packaging formats used create a window to the quality of the products inside, garnering shopper confidence and reassurance.
A fresh, modern palette delivers on both stand out and ease of navigation, creating a clear destination in store with simple, bold architecture and impactful colour blocking in the chiller.