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Towers Noble redesigns Family Choice range for Booker.

Towers Noble Redesigns Family Choice Range for Booker

In what was probably the largest single packaging project of 1989, the consultancy Towers Nobel Design completely repackaged Booker's Family Choice range of own label grocery products. This involved redesigning more than 400 packs as well as the brand identity and sales support material.

First launched in the early 1980s as a 'no frills value-for-money' brand, Family Choice had undergone a number of adjustments in the course of the decade, such as the addition of a product illustration and a gingham background motif. Following Booker's acquisition of Linfood in 1988, it was felt that the time had come to re-assess its packaging.

Booker felt, in particular, that the old style did not allow for sufficient differentiation between varieties and was inappropriate for the non food components in the range. Towers Noble won the Family Choice redesign contract on the strength both of its extensive experience in all areas of packaging and of the design proposals it produced in a competitive pitch with three other consultancies.

Towers Noble's solution to the problem of how to give Family Choice a convincing edge over the range of products with which it needed to compete was to retain the red and white brand identity - in a subtly modified form - whilst providing each constituent variety within the range with a distinctive pack design, addressing each product on its own merits.

The varieties are linked by consistent visual themes which are common to the redesigned Family Choice range: a general brightness - both in terms of graphic style and, literally, in terms of background colours - generously spaced typography, consistently pitched consumer appeal, common spatial relationship between the three elements (logo, illustration and product name: top, middle and bottom, respectively) and the logo itself which, though modest in size, stands out well as the only red element on each pack.

Certain component products within the range have been stratified into two or three parallel versions pitched slightly up or downmarket in appeal or price. To incorporate this policy, Towers Noble evolved design approaches to meet the needs of both the economy and the premium variants. The former features an enlarged Family Choice logo, slightly simpler graphics and less refined typography. The latter takes a more sophisticated and decorative approach to convey a premium image.

Tower Noble was particularly concerned to ensure that the quality of the design work was carried over on to the outers from which the products are sold on-shelf at the cash and carry. The consultancy's own research had shown that the absence, or poor quality, of graphics and typography on the old outers often obscured exactly what was on sale. Towers Noble also designed in-store sales support material, as well as providing the livery for Family Choice vehicles and store fascias-both in grey with the slanted Family Choice brand identity featured very prominently.

Towers Noble liaised directly with Booker's many suppliers to gather information on technical and logistical aspects of the packaging, nutritional and ingredient data, details of outer packaging, and so on. Their extensive involvement in this aspect of the project represents a feat of time-intensive design management; one greatly appreciated by the consultancy's extensive experience in the 'fast moving consumer goods' sector.

In the course of designing such a vast range of different products from baked beans to mixer drinks and chicken portions, in every kind of format from can to carton, flow-wrap to roll- pack, the consultancy had to work with a wide variety of different print and packaging techniques. However, Towers Noble has given Family Choice a strong clear and distinctive brand personality with differentiation between the product types. Given the scope and sophistication of the project, it is a tribute to the consultancy's skills and working practices that, with the aid of its in-house CAD facility, it was able to produce designs and artwork for almost the entire range in the space of just eight months.

PHOTO : Family Choice food packaging designed by Towers Noble Design
COPYRIGHT 1990 Food Trade Press Ltd.
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Copyright 1990 Gale, Cengage Learning. All rights reserved.

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Publication:Food Trade Review
Date:Apr 1, 1990
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