Package Designer Of The Year: The Watt Design Group

Enlighten salad dressingsClient: SafewayPackage design firm: The Watt Design GroupBackground:The Watt Design Group has acted as design and marketing consultants for Safeway, developing premium and mid-level retail brand programs.With the growing trend of North American consumers to a healthier lifestyle, Safeway...

Enlighten salad dressings

Client: Safeway

Package design firm: The Watt Design Group

Background:

The Watt Design Group has acted as design and marketing consultants for Safeway, developing premium and mid-level retail brand programs.

With the growing trend of North American consumers to a healthier lifestyle, Safeway decided to develop a line of products specifically targetting this rapidly expanding market.

Ultimately, Safeway envisioned the development of many products within this category, each meeting certain health criteria and reflecting the company’s commitment to the finest quality.

It was decided that the initial product launch category would be salad dressings.

The challenge:

- To develop a profitable line of health-oriented retail brand products for Safeway.

- To present an image that would appeal to extremely health-conscious consumers and those looking for healthier alternatives.

- To develop a proprietary name for the category, one that would be effective for the many products within the healthier lifestyle category.

The design solution:

The Watt Design Group developed the category name ‘Enlighten’ and the typographic identity for the word.

A methodology was developed to communicate consistent product characteristics (‘Dressing Marinade, No-Oil, No-Fat’) on the label.

This reinforces the product benefits throughout the category and builds consumer understanding of the benefits of using the product.

Illustrations, as opposed to photography, were used to communicate key product ingredients.

A simple, natural illustration style was used to communicate simplicity and wholesomeness, two characteristics associated with a healthier lifestyle.

The results:

With excellent initial sales of its Enlighten salad dressings, Safeway has decided to introduce two more dressings.

The category has been extended to many product lines, and Safeway has established itself as a health-conscious supermarket retailer.

Product: Australia’s Choice Cola

Client: K Mart Australia

Package design firm:

The Watt Design Group

Background:

Coles-Myer, the largest food retailer in Australia, teamed up with Loblaws International Merchants to ‘franchise’ the President’s Choice concept (originally designed by The Watt Design Group) into its K Mart Australia retail outlets.

Loblaws was to undertake the product development, The Watt Design Group was to develop the necessary design refinements to the pc design concept, and K Mart would promote and sell the products through their outlets under the Australia’s Choice name.

The launch product for this program was the Australia’s Choice Cola.

The challenge:

- To develop a profitable line of retail brand products for K Mart Australia.

- To maintain the successful design characteristics of the President’s Choice retail brand program, and incorporate the ‘Australian Spirit.’

- To establish an image of quality, as the cola product would be the first in a series of products to fall within the same brand.

- To establish a look which can be broadcast across many products and multiple skus.

- To develop a distinct look that is easily identifiable at the shelf level.

The design solution:

In general, the people of Australia are patriotic, hence the development and use of the brand name ‘Australia’s Choice.’

Incorporated into the design was the ‘Australian Made’ symbol, which further solidified the positioning of the product as the choice of Australia.

A stylized ‘ac’ is the central graphic element in much the same way the ‘pc’ appears.

The Southern Cross was added to represent a proprietary symbol of Australia.

A bold look – one that is easily recognizable and could be broadcast across the many product lines and skus to be developed under the ac brand – was developed.

The results:

Today, ac sodas comprise 5.8% of the total Australian soft drink market, while only being sold through 139 stores. This compares with Coke and Pepsi, which have distribution in more than 4,500 outlets.

The AC Cola launch was described by an Australian media source as the most successful food or beverage launch recorded in Australia.

Since the launch of Australia’s Choice Cola, 60 other skus have been developed under the ac brand.