Appetite creates new packaging for Spar summer foods using simplified identity

Appetite has designed new packaging for Spar’s ’summer eating’ range as part of a ’continuing reappraisal’ of the supermarket’s products and packaging.

The range will be introduced across two of three own-brand product tiers already created by the consultancy in 2008. An upper tier, ’Our Very Own’, and an un-named standard tier will carry the packaging, but the ’Extra Value’ lower tier will not.

’Consistent descriptors, graphics, illustration and photography’ have been established on the summer eating range, to create ’a fresh vital look’, says Jason Butler, creative director at Appetite.

Butler says that the project is part of a broader strategy to ’reassure customers of quality’ across all Spar packaging and reaffirm Spar stores as local and independent.

’The majority of stores are owned by independent retailers and seen as part of the local community,’ says Butler.

An adapted Spar identity will appear on packs in maroon. ’It’s a simplified version without the red, white and green colour,’ Butler says.

He adds that any rebranding of the Spar identity would be ’a sensitive issue’, as Spar is an international brand.

’Summer eating’ launches in early summer. Appetite will continue to work on Spar packaging projects in line with its expansion of new products.


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