Asda's original smart price design used their garish brand colour and quite frankly it's enough to put you off your food! I also feel like using photos of actual food on the packing doesn't work against the brutal design aesthetic in the background. Ugly.
Their redesign is an improvement but the hand drawn illustrations appear childlike and make the product appear as cheap as it is. Just because something IS cheap, doesn't mean it should look it.
Morrisons original value range packaging is SO UGLY. Yellow and green on all food packaging? I get that they were also trying to use brand colours too but either have better brand colours, or do not use them on your packaging! The design is bad too. What is the point in the white circle?
The redesign is a MASSIVE improvement and probably 1 of 2 of my favourite own brand designs. Better use of illustration here as it's much simpler, but is it necessary? The name 'savers' is an improvement on value as it is literally saying it saves money, rather than just saying the value is good.
Tesco's original value design is also super ugly (no wonder they all had a re design). Can big brand stop using brand colour across whole packaging ranges? It doesn't work.
The redesign is better but a little too busy with the illustrations.
Waitrose packaging is really nice. Then again it should be, their food is wayyy more expensive!I like the touch of having half see through packaging so you can see the product. the colour makes the design really pop and stand out! It's also super simple which I like a lot!
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