Safeway is seeking to reinforce its image as a provider of fresh products with a new health and beauty product range designed by London consultancy Butcher & Gundersen.
Launched this week, the design-led Nutri-therapy range of food-inspired, “nutritious” healthcare products makes the most of its natural ingredients.
Butcher & Gundersen sought to establish the sort of freshness that is usually associated with food as the main characteristic of the brand. It photographed fruit and vegetables such as aubergines, peppers and limes, manipulating them to create abstract, colourful images.
Furthermore, the Nutri-therapy identity features a line-drawing of a leaf because of its generic environmental symbolism.
“Design played an important role in reinforcing Safeway’s existing Best in Fresh strategy across the range,” says Butcher & Gundersen creative director Jackie Sinnatt.
“The Nutri-therapy packaging designs exude a ‘foody’ feel which consumers feel they can trust, achieved by using actual colours of fruit and vegetables.”
In designing the range, Sinnatt and the consultancy sought to distance the look away from the proliferation of scientific-looking packaging which, she says, can make consumers nervous with over-cosmetic designs.