The project was grounded in a segmentation, targeting and positioning (STP) process, which served as its foundation. Through this approach, SPAR established a clear packaging CI (corporate identity) that all pack designs associated with the three primary Private Label brands needed to follow. Marketing manager Judith Gale explains that these guidelines eliminated ambiguity and subjectivity in the design process, ensuring that consistency and focus remained paramount throughout the project.
Another key factor contributing to the project’s success was the strong collaboration between SPAR Encore’s internal NPD, marketing and packaging teams – from design briefing to artwork approval – and its external partners. These included design agency, Paton Tupper, responsible for conceptualising design through to final artwork set-up; premedia partner Polyflex Premedia, responsible for converting final art to print-ready files, colour proofing and printing plates; and the various printing partners involved in the process.
Developing design element architecture
Judith explains that the inspiration behind the different brand design CIs stemmed directly from a deep understanding of the challenges faced by each of the three primary income groups and the decision-making trees that guide their shopper behaviours.
Recognising the association between the colour red and value or savings, the SaveMor design architecture incorporates a bold, bright red block. This element effectively conveys a sense of value to shoppers striving to make ends meet with limited budgets, she notes.
In contrast, the SPAR Products design architecture features a prominent white block across all front-of-pack designs. This approach cuts through the visual clutter on shelves, enabling SPAR Private Label products to form a cohesive offering in the eyes – and consideration sets – of all SPAR shoppers. Judith highlights that elements such as the ‘Double Your Money Back, Quality Guarantee’ brand promise and the claims panel are strategically and consistently positioned on the front of packs. These features remind shoppers of the unique value and points of difference these products offer compared to other major brands.
The Signature Selection design ties back to the SPAR Masterbrand architecture through its use of the signature red Pantone. However, to communicate a more premium offering, it incorporates a rich burgundy hue. ‘To further enhance the premium feel of this brand, we’ve used metallic gold inks and a matte-to-register varnish on the brand’s logo, illustrative scans and flavour cues,’ she points out.
Given SPAR’s focus on sustainability, Judtih adds that the project team prioritised sustainable packaging solutions across all tiers. For example, frozen perishable lines, previously packaged in multi-layer BOPP, were transitioned to mono-layer materials, making them recyclable in existing waste streams. Additionally, the team reduced the microns in plastics packaging and converted many polyboard lines to recycled board with recyclable coatings, all without compromising product integrity.
Judith acknowledges that one of the major challenges during the tiering project was ensuring that all artwork files were delivered on time to meet pre-defined launch dates. ‘We found the WebCenter artwork management platform, developed by Polyflex Premedia, invaluable in managing timelines and accountabilities across all parties,’ she states. ‘All role players had visibility of each project on the Project Dashboard, and communication was enhanced through the Annotation and Collaboration tools.’
For existing products, Judith notes that the team closely monitored packaging stock levels to avoid running out before new artwork files could be handed over.
Impact of the project
Judith believes this tiering project sets a new industry benchmark, likely encouraging other brands to reevaluate their packaging strategies. ‘The distinct design architectures we’ve developed not only enhance shelf visibility but also foster deeper consumer connections, driving brand loyalty and influencing purchase decisions,’ she asserts.
This initiative has also demonstrated the critical role of cross-disciplinary teamwork in rapidly executing innovative designs across a wide range of products while adhering to strict deadlines.
The success of the project within the SPAR Private Label product portfolio has been so impactful that it has inspired a similar initiative for the fresh produce side of the business.
