Selfridges redesigns food and drink lines

by Melanie Godsell, Marketing 08-Nov-06, 08:10

LONDON - Selfridges is relaunching its own-label food range ahead of the Christmas sales period.

Lewis Moberly was briefed with creating a sophisticated and contemporary design that fits with people's perceptions of Selfridges, according to a spokeswoman. Packaging is no longer black, and now features a signature 'S' and splashes of the retailer's other corporate colour, yellow.

The minimal use of labels allows the product to be the main focus. In addition, the packaging makes reference to other products; for example, panettone is sold in a hat box, while truffles come in a container shaped like a book.

The design will be rolled out across the entire range, which includes wine, champagne, jam, chocolate, tea, coffee, cheese, meat and fish.

It will also feature on Selfridges' Christmas offerings. Its Christmas puddings, for example, will be adorned with a holly decoration featuring yellow berries. Mince pies will be sold in triangular boxes to differentiate them from competitors' rectangular packaging.

The previous packaging for Selfridges' own-label range was created by R Design in November 2002. The agency was briefed with creating a modern and minimalist look, with black used as the dominant colour to reflect Selfridges' corporate image. In an unusual strategy for food packaging, Selfridges opted not to depict the enclosed product on pack. A range of vibrant colours was used alongside the black to differentiate each of the 80 lines.

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