The Co-operative is one of the top 5 supermarkets in the UK. Asylum was asked to review the packaging design for the premium food range.
We identified that we needed to make ‘Truly irresistible’ more than it had been – just a badge. It must be the key range differentiator giving the customer a reason to believe. By creating a ‘truly’ statement we were able to connect the identity to the quality of product and communicate what makes each product different to the standard range – making it indeed ‘Truly Irresistible.’ For example, compared to the standard pizza the ‘Truly Irresistible’ pizza has a hand stretched dough base that makes it ‘… truly indulgent’.
The design also relies heavily on photography to communicate the quality of the product and its ingredients. The photography captures a vintage, rustic feel, using props evocative of a traditional kitchen. By using cutlery that looks like it’s been used and crumbs around the plates we give the sense that you couldn’t help but tuck in – again reinforcing the product identity as ‘Truly Irresistible.’