Upmarket home-furnishing store Heal’s is to introduce redesigned labels for its own-brand food range, with creative input by Pyott Design.
The redesign, which will be introduced in-store just before Christmas across the 40-strong range, is set to compete with Harvey Nichols, Carluccio’s and Sir Terence Conran’s Bluebird store.
James Pyott, founding director at Pyott Design, says he expects Bluebird “will be looking at the new Heal’s packaging very closely. I think the Bluebird packs will be very classical, but the propositions of the two stores are different. The food range at Heal’s is very much for gift purchases, but the Bluebird range will be more of an everyday buy.”
Until recently, James Pyott carried out much of the graphics work for Conran’s design arm, CD Partnership. Morag Myerscough is now working as graphics consultant for CD Partnership and will be responsible for packaging for the Bluebird range (DW 21 June).
The Heal’s concept deliberately moves away from packaging spawned by the Harvey Nichols range and uses abstract paintings of food on a four-colour label “giving a fresh look to what is becoming a tired and predictable area of design”, says Pyott.
He adds: “We wanted to create something which was extremely desirable and that completely broke the mould in terms of food packaging.”
“The design had to incorporate the gift aspect of the range, as well as the nature of the Heal’s philosophy. We felt that the art route would work well – because it contrasts the nature of the products and their bottles with a modern feel, provided by the label,” Pyott explains.