PackagingNews
Dragon Rouge designs bold new look for Red Lion
Design agency Dragon Rouge has refreshed Red Lion’s packaging for its range of foods with the tagline ‘Eat Well and Do Good’.
According to Dragon Rouge, the brief was to “significantly increase standout and to rival branded competition”. The tagline, based on the ‘Keep Calm and Carry On’ poster campaign, aims to highlight the link between the Red Lion brand and the armed forces.
Red Lion sells over 80 lines of food in supermarkets across the UK and has committed to giving 100% of its post-tax profits to charities and causes benefiting the armed forces and their families. The company’s range includes bacon, sandwiches, chilled dairy and confectionery.
Dragon Rouge said that the original packaging design was “not working hard enough to communicate taste and quality or draw the shoppers’ eye at a crowded fixture”.
The new designs will roll out on all products nationally in 2012.
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