Superdrug has overhauled its packaging design roster after throwing the list out for pitch to around 20 consultancies in December. Retained on the roster are Turner Duckworth, Inovus and Radius Design, while Taxi Studio, Biles Inc, Mayday and Davies Leslie-Smith are appointed.
The retailer’s previous roster contained six consultancies, with Creative Leap, The Core and Pearlfisher sitting alongside those that have been reappointed. Pearlfisher resigned its position prior to the review.
The process was overseen by the retailer’s design services manager Neil Pedliham, who says it is a routine review undertaken as part of the ‘ongoing development of the Superdrug brand’.
Turner Duckworth is now the only group remaining from the original line-up that was formed when Superdrug created its first packaging design roster in 1996. Creative Leap also sat on the original list, but was not appointed following the pitch last month.
Creative Leap creative director Mark Chittenden says there is a great deal of pressure on clients that operate in the own-brand sector such as Superdrug .
‘This pressure is on all elements of the supply chain and it is getting harder to produce the calibre of work they deserve and require for the kinds of fees available,’ he says.