Somerfield hails Taxi salad refresh

Taxi Studios is working on its latest revamp for Somerfield, this time focusing on the supermarket group’s salad range.

Re-styled bags and cartons, will appear in stores in late March. The packaging rejects the more modern look favoured by rival supermarket chains and embraces a more natural feel, according to Taxi joint creative director Spencer Buck, who co-managed the project alongside design director Alex Bane.

‘We’ve taken a kind of Percy Thrower approach,’ explains Buck. ‘The packaging has a homegrown, earthy feel in contrast to the more modern, clean designs you tend to see these days on salad packaging.

We’ve also put pictures of the leaves on the front with descriptions of their flavours and textures – the kind of information that would normally be tucked away on the back.’

Somerfield brand manager Carole Baker says the packaging has been designed to clarify information for customers.

‘Rather than keep it abstract, we felt it was important to convey to our customers information on the benefits of all the different flavours and salad leaves,’ she says.

There was no pitch for the five-figure brief, which was won on the strength of Taxi’s existing portfolio of work for the supermarket. The group has already revamped packaging for Somerfield’s health and beauty, fresh soups and children’s sweets ranges.