SuperValu Own Brand Packaging

SuperValu Own Brand Packaging

In late 2011 Musgrave Retail Partners Ireland (MRPI) launched the first round of their rebranded SuperValu Own Brand products. This was the culmination of months of concept exploration, brand development and design done by both brand consultants Interbrand and design partners XM Solutions.
As part of XM's team I was initially tasked with reviewing and testing concepts, providing detailed feedback on practical considerations (such as food packaging legislation) and creating pack mockups that contributed to the final brand guidelines.
As the project progressed so too did the development of the brand. On occasion I had to create sub-brands, such as 'Sweet Treats' as well as iconography to aid instructions or highlight a product's added features.
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