UK retailer Budgens, which is owned by the Musgrave Group, has overhauled the packaging of its private label range, with the assistance of Bristol-based Taxi Studio.
According to marketing website The Drum, Taxi Studio worked on the redesign of more than 800 product lines as part of the rebrand, fitting in with the new Budgens proposition of ‘everyday discovery at the heart of local life.
The new range consists of two tiers of products, ‘Better’ and ‘Best’, in line with the multiple tiered strategy of its retail rivals.
Budgens recently announced it was jettisoning the SuperValu own-brand range that it had been using until now.
“From my perspective Budgens years ago managed to establish themselves almost as a baby sister to Waitrose,” Taxi founder and creative partner Spencer Buck told The Drum.
“Over time, the premium-ness has been eroded for several reasons but the packaging was one of the key drivers.”
© 2015 - Checkout Magazine by Stephen Wynne-Jones
