Christmas is naturally a time of indulgence, and retailers are keen to provide a choice of products – from a basic mince pie to luxury deep filled pies laced with brandy – that will suit any and all of their customer profiles. Safeway required a tiered design, with clear visual differentiation between each tier to signify the price point.
We developed a graphic device that created a common link and was customised to reflect each specific tier – Standard, Luxury and Connoisseur. The typography was similarly crafted to feel distinct but related. The use of colour, layout and photography all played an important role in creating a recognisable hierarchy.
Proving a huge success in its first year, Safeway ran the design for a further unprecedented three seasons, with the range of products growing progressively bigger.