The own brand sector is a key growth area for the grocery market – offering value and quality to consumers. SPAR NI over the last number of years had made considerable investment into developing their own brand range but saw an opportunity to accelerate this by developing a new brand for their own label local fresh range. SPAR NI stocked a range of ‘locally supplied product’ within their own label range but there was an inconsistency in visual expression and no overarching brand positioning. The aim of this design project was to create a brand positioning, brand name, visual expression and brand guidelines for their local range. All packaging skus (across all categories) needed to have a sense of belonging to the same family whilst communicating a feeling of Northern Ireland localness and the product’s provenance.
Consumer research had shown that customers perceived local foods as being better for you – “It is fresher from just down the road”; “It’s better quality travelled less miles”. It reminded customers of ‘getting back to nature’ and local independent greengrocers. 75% of SPAR NI’s fresh products are picked, packed and produced in Ireland. These products have connotations of being ‘fresher’ ‘healthier’ and of a higher ‘quality’ standard than products sourced from abroad. It is in communicating these cues through a unified packaging concept (which can also sit alongside SPAR national & international own brand), that SPAR’s own brand locally supplied products could ‘hold their own’ and connect with consumers.
Based on the insight above, Genesis created a brand called ‘Enjoy Local’ and associated packaging and POS design. The designs, which were tested in consumer research, were simple, modern and confident, bringing together an extensive range of products under one look and feel. The colour palette evoked natural, wholesome food cues. Contemporary keyline icons were developed to add visual interest as well as help differentiate between each category, and reference specific provenance in the text descriptor. The design process referenced best practice design and was mindful of the production considerations and statutory/legal requirements. A multi-media ad campaign was also created and produced by Genesis to support the launch of the brand.