The brief We were briefed by Lidl UK to create two exclusive new brands for their frozen and fresh categories. Although the product ranges were similar, the demographics for fresh and frozen differ so we were asked to create a different brand for each one.
Our solution After some intensive brainstorming we came up with two names – Red Hen for the frozen range and Coopers for the fresh products.
Once the names were approved we proceeded to the design stage, which included three different design routes for each brand, including a detailed rationale and packaging visuals, with the Pantone colours and typography used.
The designs are all in-store now, new lines have been added and Red Hen has even been nominated for a design award.