PIE IN YOUR FACE!
days, hardly anyone has time to create home-baked pastries. For those of us who long
for this particular "comfort food," Métro features pies
baked right on the premises. Faced with stiff competition in recent
months, the supermarket chain has deployed a branding operation for its
fresh-food lines, placing them under the Merit Selection private-brand
banner, which is recognized as a hallmark of fine quality foods.
to convey freshness and genuine home-baked taste was the challenge
facing us when we were asked to design packaging for the new pies. They stand out via a common visual identity that evokes a traditional kitchen setting and handcrafted creations. The boxes also feature a clear plastic window, a must for this
category. Each of the 13 varieties is identified by a strong colour
code to ensure shelf "presence," along with a small illustration
of fruits that attracts the shopper's gaze, promising a true feast. Even the toughest customer will find them impossible