Taxi Studio designs Budgens' Christmas packaging and instore decoration
Budgens Stores UK has introduced new Christmas packaging which has been designed to match instore decoration to push the retail chain's 'Simple and Grounded' ethos.
Created by TaxiStudio following its redesign of Budgens’ fresh produce range earlier this year, the agency was tasked to deliver packaging and point of sale that communicated a "special, indulgent and luxurious" experience across the retailer’s Christmas lines.
Creative had to offer brand standout during the commercially competitive festive season, and work within the retailer’s pre-defined design principles which includes demonstrating passion and care for its produce.
The work is being targetting at convenience shoppers who are hosting a small gathering or seeking to buy produce they can share and be proud of.
Spencer Buck, TaxiStudio creative partner and founder, explained the thinking behind the solution:“The big idea was to integrate Budgens’ Christmas POS with their packaging; so to tie the two together, we created hanging Christmas tree decorations. These feature on packaging as beautiful contemporary symbols that translate effortlessly to POS. Colourways were kept to a minimal pallet (mainly greens, red and golds) and underpinned by deep purple to evoke a premium feel.
“We then worked with the team at Budgens to push the possibilities regarding POS, creating beautiful 3D hanging displays."
The packaging ranges, along with POS including freestanding decorations, hanging fixtures, window vinyls, freestanding posters, pallet wraps, bollard covers and window friezes are being rolled out across 150 stores.