Selfridges & Co

Lovely PackageFeb 4, 2010

Selfridges & Co

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“A re-branded food range that echo the store’s forward thinking and contemporary attitude towards retail. Although there were over 100 own brand products within the store it was somewhat unrecognisable and lacked shelf presence. Our approach was to create a range that was unique; that did not follow any traditional sector cues. Colour coding everything black would make an incredible statement with only the type to reflect what was inside for example strawberry jam would have pink type. The typeface used was trade gothic range left and all the same point size across the range where possible. This ensured clarity and uniformity.”

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12 Comments, Comment or Ping

Prescott Perez-Fox

Seems like a wasted opportunity by not using Yellow, the very powerful colour associated with Selfridges. I feel like I’ve seen this concept numerous times before, even at Waitrose, so I wonder if it can make an impact on UK shelves.

Feb 4th, 2010
Elliot Messenger

I like the concept however I feel it lacks something

I agree with Prescott above; they should have integrated the iconic Selfridges yellow in the design somewhere

Feb 5th, 2010
Conny

This design does not work for me at all - besides the not very new idea of putting colorful typography on black ground (wich was even used for umbrellas, see an earlier blog post).
This should scream “delicious”, “pick me” or something. But black packaging? That food seems to me wrong and even unappetizing.

Feb 5th, 2010
Daniel

Great modern solution, I really love how clean and functional the design is, well done!

Feb 5th, 2010
Oliver

great shape great colors … like it!

Feb 7th, 2010
Lucy

Fantastic, I know these were done about 8 years ago, so they were really ahead of the times. The Selfridges ‘yellow’ has only become established in the last couple of years.
I love the uniform black background, very brave bold route to follow in a market of boring foodie photography.
I love it, nice one Dave Richmond

Feb 8th, 2010
steve

sorry, but… worst. package design. ever.
there’s nothing functional about this—well, other than the function of obscuring the product.
I’ve been known to buy ridiculous things because of beautiful, minimalist packaging, but I don’t want to eat hair product which is exactly what this design is labeling the product as. if, in fact, this was done 8 years ago, I’d be completely shocked to learn this lasted on the shelves for more than 1 month.

Feb 12th, 2010