P & W Re-Designs Organic Branding for Fresh & Easy
by Tiana Spellman on 08/03/2012 | 2 Minute Read
International Design Consultancy P&W have re-designed the organic branding for Tesco’s US chain Fresh & Easy Neighborhood Market.
The new branding solution was implemented on their private label packaging, advertising and point of sale materials.
The brief for the redesign was to increase the visibility of Organic on pack, so customers could navigate the range better in store. More focus was placed on the word organic and the current established green was used as an overall color for the packs. When photography is used on pack the dark green background with wood surface reinforces a sophisticated and premium look whilst staying natural in it’s feel. Color coding is delivered with a colored band to hold the title and colored props such as napkins within the photography.Current organic products were redesigned and new items were added to the range.
"We wanted to create an ownable solution so incorporating part of the F&E logo ‘the clapple’ into the organic branding was our solution. F&E Organic logo became the main focus on pack, instead of just an endorsement or sign off. We hope the range comes across with a modern contemporary look with all the premium cues that Organic products deserve. “