Can you name an everyday saver range in one of the UK’s leading supermarkets that has visually pleasing packaging?
A problem in the design of lower priced supermarket food has led me to think about rebrand for Asda’s ‘Smart Price’ range. No one can deny the green and white packaging that we all know so well is not only outdated, but also has a stigma surrounding it, which potentially puts people off purchasing. In opposition to this, I think that cheaper priced food shouldn’t be represented by cheap design.
It’s undeniable that saver ranges (somewhat understandably, due to their nature) are often associated with negative connotations of being “poor” and not being able to afford more “luxury” ranges of food due to their iconic packaging which has built up this reputation. I wanted to take this stigma away, and rebrand the packaging for items in the Asda ‘Smart Price’ range by updating the design and making it something more fun and less negatively standout. A more visually pleasing aesthetic for customers on a budget, which doesn’t scream ‘Smart Price’, would be positive for both buyers and brands. People might feel less ashamed about buying the cheaper options of certain food types, and consequently the saver ranges would hopefully see a rise in sales.
Instead of rebranding the existing ‘Smart Price’ label, I decided to rename it to take it away from the stigma that might surround the brand already. I felt the name Savor was appropriate; it’s a play on words with ‘saver’ and ‘savor’, two aspects of this rebranding task which I would deem the most important. Saver reflects the price of the products, whereas Savor hints at the quality of taste behind the packaging. Put them together, and you have n outcome, which delivers great tasting food on a budget for anyone at all.