Taxi packs sweet Somerfield look

Bristol-based consultancy Taxi Studio has redesigned Somerfield’s own-brand range of children’s sweets in a campaign to be rolled out this week.

The supermarket chain has changed some of its suppliers in a bid to improve the quality of its 12-strong sweet range.

It briefed Taxi to come up with a presence to communicate this to customers and encourage them to buy the products more regularly.

‘The existing range was considered dated, boring and invisible on-shelf,’ comments Taxi director Spencer Buck.

As a consequence, Taxi came up with a design incorporating a cut-out area, accompanied by the strapline ‘Yummy in my Tummy’. It mixed bold, bright colours with character illustrations by artist Bill Ledger, in an effort to meet Somerfield’s desire for a modern look that portrayed fun but also value for money and quality to an adult audience.

According to research by ChildWise, roughly 70 per cent of confectionery purchase for child consumption is made by adults.

Taxi was commissioned in May on the strength of previous work for Somerfield. Its fee is thought to be in the region of £15 000.