Packaging. Own Brand / Food

In 2010, Ocado began offering 600 own-brand grocery lines. After a satisfactory first year, they set a target for 75% of baskets to contain own-brand. Ocado wanted to establish itself as a credible grocer and drive customer affinity.

Tesco realised in recent years that, despite year-on-year growth of 4.9%, its Value range remained relatively stagnant. When they commissioned Rocket Design Consultants, they hoped to eliminate any stigma associated with buying Value by rebranding its packaging to more accurately reflect a product’s contents.