The first fruits of Redpath’s newly secured foothold on Somerfield’s design roster hit shelves over the next couple of weeks, representing combined fees worth a five-figure sum to the consultancy.
Redpath has redesigned packaging for Somerfield’s own-brand ‘adult snack’ and biscuit ranges, taking in a total of over 50 individual products. These include Onion Rings, Prawn Crackers and Cheese and Ham Nibbles.
Redpath creative director Iain Lauder says the consultancy’s brief was to introduce more uniformity to products, in line with Somerfield’s ongoing drive to bring synergy and consistency to its own-brand goods.
‘The idea is that shoppers can look down an aisle and see the Somerfield products clearly flagged,’ he says.
Somerfield’s own-brand goods represent 45 per cent of the store’s business in terms of both quantity and value.
The retailer anticipates its products will account for more than half of total store sales over the next two years.
Since updating its corporate identity, designed by FLB, the supermarket has been working hard to make own-brand goods stand out by contemporising and standardising packaging.
Redpath was appointed to Somerfield’s design roster in April, along with Rocket, Taxi and FLB (News, DW 1 May).
Somerfield head of brand Jenny Epke says the supermarket will review its design roster every year, to ensure the brand ‘doesn’t get antiquated’. The next tender process starts in November.