Elmwood creates branding for Costcutter’s new own-label range

PackagingNews

‘Independent’ is branded separately to the Costcutter label which will be sold across local independent shops.

Elmwood developed the name, identity and tone of voice and is now overseeing the brand’s rollout.

Using the ethos ‘Stay local. Shop Independent’, Independent has been created as an alternative choice for local people.

Elmwood created distinct look and feels for each category to make them clearly identifiable, and designed each pack individually, with its own concept and story.

John Kubale, design director at Elmwood, told Packaging News:  “Working with our strategists, we considered each product individually, choosing colours that followed category cues and complemented the food itself. We also used different sky backgrounds to suit different products. For example, the dairy category uses a bright blue sky, while the ready meals use warm sunsets and soft, evening colours.”

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