In terms of design, the first thing I did (after learning about the supermarket I wanted create for) was explore language and look and feel. I want to get a foundation idea for what I want to create.
This is such an important element of the brand. Supermarkets choose brand names carefully. Having acknowledged that Budgens is a relatively high-end supermarket, the low-end has to look cheap but still well designed. I needed a word that would show a low-priced product, without giving in to gimmick. Budgens' past low end range was by SuperValu and needed something unlike, to better show how they are no affiliated.
The focus group looked at words relating to those already seen in the market:
- Essentials
- SuperValu
- Basics
- Smart Price
- Everyday Value
As I wrote about, language is such a huge part of marketing.It was narrowed down to budget, necessities and simple. After trying these out I too agreed with the focus group and found that 'simple' was the shortest and most direct. Aesthetically, its size fits well with the logo.
The colours, aided already by Budgens' existing logo made it clean. Some comments did express the opposite, looking more into visuals, some said that it looks like a rather expensive brand.
'It's too clean'. This is something to take into account. I feel as though the hardest challenge for this low-prices brand will be putting aside the 'trend' element. Not that I am a trendy designer, but I must keep into account strategic positioning. These products have to relate to a certain demographic. By marketing them to look more expensive than they are defeats the purpose. It will not reach its target audience. It's the balance between tasteful and cheap.
