Packaging for food in supermarkets is often filled with brand names, slogans, offers and images of perfect looking food, but what if you were packaging something just for online purchase and delivery, would it still need these elements?
This is something that JKR addressed when designing the new packaging for online food delivery company Ocado. Due to Ocado being an online grocer, the products are not bought for how they look but what they are, so therefore the packaging didn’t need to be over cluttered. Going about it in a similar way to their ‘Brand First’ concept which I have looked at previously, they chose to get rid of the brand name on the packaging and instead focus on the company’s swirl logo.
Their aim was to make people love Ocado’s products as much as they loved the brand, making people happy to see the packaging in their cupboards and around their kitchens. Using a vibrant colour scheme and purely the Ocado logo with some simple titling, they have produced something radically different from the previous, somewhat bland design for the products.
Advert about the packaging redesign:
I feel that this redesign succeeds in achieving what it needed to. It doesn’t need all those flashy product shots and other things that supermarket based foods have. It’s a simple, clever solution that makes wonderful use of the company’s swirl logo, bringing it to the fore of the packaging and would really brighten up any kitchen cupboard.