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Supermarket rebranding; Value Ranges
Paper Boat Creative | June 1, 2012
In the current times of austerity, everybody’s feeling the pinch and recently supermarkets have responded with branding overhauls of their basics and value ranges, making for an altogether more consumer friendly look.
Both Tesco and Morrisons have recently introduced block colour stylised illustrations to their respective ‘Everyday Value’ and ‘M Savers’ ranges (designed by Rocket, and Coley Porter Bell). These naive yet bold colour coded styles specific to each item, provide a much more aesthetically pleasing option than the previous trend of very plain and drab branding to represent the rock-bottom prices of such items. As well as providing a more appealing product to the consumer, I would say the rebrands have also brought the ranges bang up to date with current style trends.
At the higher end of the market, M&S has also launched a ‘Simply M&S’ value range (designed by Landor), taking cues from their main competitor Waitrose, which launched their ‘Waitrose Essentials’ range in 2008. Whilst the branding of these ranges still hints at a more luxury market, both demonstrate a simplistic approach with the use of white space and by displaying the product through clear packaging. M&S also uses a shopping list on each item as an indicator of the everyday use of such products.
What do you think of the trend in rebranding value ranges? Will it make cheaper items more accessible to a wider range of customers?
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