Taxi cooks up packaging range for Somerfield

Bristol-based Taxi Studio has designed packaging for Somerfield’s own-brand range of microwaveable meats.

The work is part of the retailers broader revamp of its own-brand packaging and the products have been introduced in response to a gap in the market, according to Somerfield product group manager Charlotte Berry.

‘The range’s main focus is the centre-of-plate meat. It’s traditional and convenient and will really suit our customer profile,’ she says.

The packaging takes the Somerfield ‘mantra’ – good food made easy – and ‘makes the cooking instructions the hero’, says Taxi Studio creative director Ryan Wills.

‘The first thing you want to see is how long it takes to cook and we’ve brought that to the front of the pack. You don’t have to turn it over, you know exactly what to do,’ he explains. ‘It also hints at the feeling that you’re looking inside a microwave,’ adds Wills.

The consultancy was appointed to the project on the strength of previous work for the retailer.

The five-strong product range will be available in all Somerfield stores from this week.