From: Packaging News

Cowan London has designed the branding for own-label packaging for Tesco’s new discount store Jack’s.

Comprising 90 different packaging designs across multiple categories, Jack’s is rolling out across a number of stores over the next six months, with the Union Jack featuring across a selection of ranges.

Cowan London was appointed as the strategic and design lead on this project, and worked collaboratively as part of a wider agency mix.

On ice cream, illustrations of deck chairs and seagulls conjure a nostalgic view of the British seaside, while on the range of classic puddings such as lemon fool and trifle, line drawings that transport consumers back to the lost era of the eccentric British inventor.

Elizabeth Finn, managing director, Cowan London, said: “Just as Jack’s is taking a different approach to value retail, we needed a new way forward for own label design. We did this using principles instead of guidelines and taking influence from the origins of the products as well as brand.

“We created designs for individual product ranges that celebrate Jack’s three key pillars of Britishness, taste and expertise, but also show personality. Eclectic, vibrant, energetic and joyful, each one of the 90 designs aims to reassure the consumer that they are purchasing good quality products at low prices.”

Matthew Haywood, Head of Proposition & Brand from Jack’s says: “We sought to create unique and ownable designs for all our hero and sub categories – as a new brand we are different – so you will see designs that flex and mirror the individual categories they serve, giving us a truly eclectic range across the store.  Providing variety, pace and personality at the shelf edge, whilst also conveying quality and value.”