House brand packaging breaks from the pack

High-end British store Selfridges & Co. re-launched their house brand packaging system that covers over 100 products. Their house brand did not set itself apart much on the shelves. Now it is eye catching, forward thinking, clear, concise, and decidedly modern. It has a hip new attitude that inspires confidence in their product line.

Black is the base for all their new packaging, and type does its job letting the visitor know what’s inside. The type is even used in the same point size whenever possible to strengthen the brand consistency. Black with colored text is not new, but it is certainly not what comes to mind when thinking about store packages. This is bold and refreshing and I suspect it will go over very well. London-based R-Design deisgned the new packaging. Good job to both.

Story via Communication Arts.

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