STB packs value for Poundland

Bargain store Poundland is to inject its £1-only goods with a touch of class via refreshed, lifestyle-oriented packaging created by Stocks Taylor Benson.

STB’s designs were approved this week and will be introduced towards the end of summer. The consultancy was briefed with creating a ‘bright and consistent’ look in a market where, according to STB design director John Benson, design values are frequently sidelined.

It has replaced ‘awful’ green-and-yellow block colours with lifestyle images, including photographs of people, and has also tried to differentiate products, says Benson.

‘On items such as pants we have used pictures of men, women or children, according to who they are for. Previously, they all looked the same and it was very confusing.’

The work comes as Poundland, which has 87 outlets nationwide, attempts to spruce up its image.