Ingredients
Packaging
Illustration
Brand identity
Approach
We built one patterned system in bright colours, one colour per product family, so the range looks related from across the shop and each tin is easy to find.
Method
Thirty products, one family
Larder & Co. sells its own food next to local produce: tinned tomatoes, yoghurt cups, drinking yoghurt and granola. The food was great. The labels were all different.
The problem
Each product had been designed the week it launched, so the range looked like thirty small brands. Customers didn’t realise the yoghurt and the tomatoes came from the same kitchen.
The process
We started with the shelf, not the logo.
Colour by family. Dairy is pink and purple, tins are green and orange, dry goods are kraft.
Patterns in clay. We pressed each pattern into plasticine and scanned it, so the lines wobble like they were made by hand.
One layout everywhere. Name, pattern and one line of copy, on a tin or on a yoghurt lid.
The result
The range now reads as one family from across the shop, and a new product takes a day to design instead of a week.
The farm shop has since started selling its tins to other delis.
“We used to dread new products. Now a new tin is a day’s work and it already looks like it belongs.”
Priya Shah, co-owner of Larder & Co.
Gallery
