JKR

This month sees the launch of Ocado’s new packaging design, creating a fresh identity for the brand.

The new look & feel designed by jkr builds and elevates the existing Ocado brand mark, creating a distinctive and attractive design system which can work across the brand’s diverse range of own label products. This was then rolled out and implemented by the internal design team at Ocado.

As an online grocer, Ocado products are bought online and delivered straight to the door, so the redesign presented a unique opportunity for the creative work to exist outside the normal constraints of a supermarket environment. Free from the pressures of building navigation and appetite appeal, the design could focus on strengthening brand affinity.

The aim was to make people love Ocado’s products as much as they loved the brand. We wanted people to be happy to see the packaging in their cupboards and around their kitchens.

“The new design utilises the Ocado swirl to create patterns in an array colours to produce a visually engaging look for the brand. We wanted to ensure the packaging was ownable while remaining proudly Ocado. Using the brand’s existing colour palette, we created exciting combinations to complement the product and appeal to the consumer.” Matt Gilpin, Design Director, jkr.

“jkr were handed an almost impossible brief – create a beautiful, iconic, yet simple design for our own range without having control over the actual packaging material. Starting with the re-branding work that was running alongside this project, they took on the challenge with careful consideration for the brand and the constraints to which they were working under.

The end result is an iconic design system that can only be from Ocado. The combination of our new colour palette and the pattern made from the Ocado swirl is a solution that has not only taken pride of place on our own range but throughout other branding activity as well.” Tony Rivenell, Head of Brand & Customer Experience, Ocado.

From a jkr perspective, it was a real pleasure to work with such enthusiastic and passionate clients. As such, we were continuously challenged to push boundaries, driven by a real sense of collaborative energy.

The newly designed packs are available to buy at www.ocado.com now.

This week sees the launch of new packaging for Billington’s sugar, designed by jkr. By developing personality through the Billington’s ‘B’, the new design strives to establish an impactful and memorable visual equity for the brand, giving it standout and charisma on shelf.

Known for its unrefined sugars, the new design celebrates the quality of the product inside the pack, inspired by the vibrancy of its Mauritian origins. The decorative ‘Bs’ then portray the personality of each individual product, in a charming and charismatic way.

“We chose to focus on the juxtaposition which existed between the refined nature of Billington’s founder Edward Billington and the unrefined nature of the sugar itself. To this end, we used the Billington’s word mark and a bold decorative ‘B’ to play to these two personalities. Vibrancy and colour was a key element of the design, replicating the sense of pleasure which baking brings.” Adam Swan, Designer, jkr.

“Our old packs were not distinctive or engaging and did not stand out on the supermarket shelves. This new design gives Billington’s a clear brand identity, making it accessible and contemporary, whilst still keeping traditional elements. I believe we now have a design that truly reflects the quality of the sugar inside the packs.” Louise King, Brand Manager, Billington’s.

The back of pack allowed us to bring the story of Billington’s to life, while detailing the culinary creations which the sugar can be used for.

The new packs are rolling into stores now so why not try out some baking this weekend…