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Costcutter The Independent

Costcutter Supermarkets Group and Palmer and Harvey roll-out Independent brand with Elmwood


By Gillian West, Social media manager

January 31, 2014 | 3 min read

Costcutter Supermarkets Group has engaged Elmwood to launch a new take on own-brand ranges, to be sold across local independent shops.

This follows the partnership between Costcutter Supermarkets Group and Palmer and Harvey to form the Independent brand, which is owned and operated by The Independent Trading Company, a wholly owned subsidiary of Costcutter Supermarkets Group.

Design consultancy Elmwood has developed the name, identity and tone of voice of the brand and is now overseeing its roll-out. With the ethos ‘Stay local. Shop Independent’ the brand aims to position itself as an alternative choice for consumers with retailers who sell the range able to have ownership over what is sold by tailoring the range depending on their own customers’ daily needs.

Containing around 750 items, Independent will roll out from this month and will be distributed through Costcutter Supermarkets Group’s retail brands, Costcutter, Mace and kwiksave and also through Palmer and Harvey’s independent and mini-mult customers.

“Own label is a very important part of our product range and Elmwood really helped us find a totally new and unique take on an own brand with its own distinct direction. We’re delighted with the way Elmwood’s designs convey our local and independent ethos and bring it to life in its authentic yet impactful packaging and we are looking forward to seeing Independent roll out across stores soon,” said Richard Coates, interim marketing director at Costcutter Supermarkets Group.

Three easy-to-navigate categories have been devised to appeal to shoppers on all budgets, with Independent Trader containing a selection of basic products at accessible price points, Independent offering mid-range core everyday products, and Independent Specialist positioned as a more premium range of treats for special occasions.

Elmwood design director, John Kubale, added: “Nowadays, people seem to shop little and often. Independent is able to really capture this modern method of shopping, keeping it local, authentic and personal…The simple yet bold colour palette combined with the feel-good contemporary graphics work perfectly to capture the vibrant personality and local values of Independent.”

All three categories have been designed with its own distinct look and feel to enable consumer navigation with each pack design individually to fit its own concept and story. Each product has a ‘little’ positioned under larger-than-life product images to highlight the messaging – ‘huge flavours, small prices’.

Costcutter The Independent

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