A designer led project initiated by SAS London. We were set the task of solving a problem within a supermarket setting. I found a problem everyday consumers are faced with, a sea of brands.
Every time someone goes to a supermarket they are faced with a large number of different brands and varieties of product. This can make the shopping experience overwhelming and stressful, how do you choose?
My idea was to solve the problem by offering people an alternative range of products to buy. A simply packaged, one ingredient, local produce range. A range people can trust and know it will taste good and be from a good place. A no-nonsense range of products. A range of products for those in the know. A range people would simply go in and purchase because they trusted it and knew it was ‘good’ produce.
The packaging is very simple and bold, by being white it represents the purity of the produce and allows it to stand out from all the colours/brands on offer. Providing tranquility and peace amongst the sea of brands customers are faced with. All the products in the range come from closest British supplier possible. Helvetica is used because it is simple and a widely recognised typeface. The most minimal amount of information is shown on the packaging, this works well because each product only has one ingredient. The pure produce also only comes in one type e.g. one type of milk, the most popular, semi-skimmed.
The information on the pack shows the product name, weight, use by date, barcode (which can be scanned to reveal more information) and a small narrative to simply explain what the range is.
An addition to the no-nonsense packaging is an app. Food Finder is a simple application that allows the customer to find out more about the product they are buying/have bought. Although the range is supposed to be trusted, there will be customers who may want to find out more. By scanning the barcode on the packaging, the app brings up information on the producer and where the food is from. By providing a small biography, consumers can feel a slight personal connection to the producers.
