Two recent examples in cosmetics and spirits, in countries as diverse as Spain and Great Britain show that private labels can also innovate in matters of design and packaging identity.
Mercadona recently launched a private beauty label for men: "9.60": a simple collection inspired by sport and exercise, with flexible packaging, easy to grasp and which can be carried in a gym bag. What is most striking is the modernity of the design:
Of course one cannot help thinking of L'Oreal Men Expert: the same grey case, the same white and orange dominants on the volumes. But we find ourselves in a modern world, stripped of the superfluous, with great impact.
Marks & Spencer has completely renovated its line of private label beers and ciders. The result is breathtaking and truly breaks the codes of the category ... while being imbued in them. Indeed we find the classical codes harking back to their origins, but treated in a very contemporary manner, with flat areas of colour, drawings ... Here we are very close to the Apple universe (remember the ads for the Shuffle?).
The third example does not yet exist and has been created by a design graduate but seems the most interesting to me: he suggests to Sainsbury to give a new identity to the packaging of its fresh fruits and vegetables. The objective is simple: how does one visually convey the origin of these products, show the distance travelled and the corresponding carbon footprint? The answer is immediate and simple: by adopting airline transport codes.