A couple of weeks ago i posted the first in the series Pattern Occurring View - The Power of Print. Today i am going to give you the second installment. My aim is that this series will equip you to better identify possibilities for print and pattern either with your own labels or with the clients you work with.
London has always been a terrific place for amazing design and fashion. Back in the mid-2000's when I lived in London, some of the must have bags on any self respecting design savvy persons shoulder was a bag designed by either Orla Kiely or Cath Kidston. These women were pioneers in print and lifestyle branding. With their iconic signature 'Stem' and 'Country Rose' prints they fast achieved mass recognition and became household names.
It really didn't take long for both Orla and Cath to become mainstream and have mass appeal. This opened up opportunities for collaborating/licensing with more affordable brands like Target, and Method. Exciting times! Oh yes I want my washing up liquid and surface cleaner to be in printed packaging. I think such collaborations paved the way for Big-box retailers to start using print. Woop Woop!
Tesco value brand was iconic, consistent and identifiable as a Supermarket's own brand but, I am sorry to say that it was not very appealing to the taste buds. Who wants salad cream that looks like cream cleaner? Yep cheap and nasty.
Today though, due to the mass appeal of print and pattern Tesco has cheap and lovely packaging. Today's consumer is more design savvy, expects a little more. Tesco hasn't disappointed and dipped their toes in to the world of repeating prints. Using playful product specific illustrations, Tesco has created a totally different perception of quality, but keeps that same low price appeal. All items still hang together as a consistent branded approach, while making each item identifiable and special in it's own right. All power to the print to create mass appeal!