Pocknell rebrands Planet Organic

Organic food supermarket Planet Organic is launching a new brand identity, created by Pocknell Studio for the opening of its second store.

The new identity will be unveiled next week at the new London store near Tottenham Court Road, also designed by the consultancy. It will then be applied to the flagship store in London’s Notting Hill in the autumn.

Planet Organic’s rebrand comes as the Iceland chain has decided to replace the bulk of its product lines with organic ones over the course of this year, starting with ice creams and followed by frozen vegetables in October. Iceland plans to offer its own-branded organic lines to customers without charging a premium.

The emphasis for the new Planet Organic store design distances it from a “loose country style” towards a positive, strong, functional style using galvanised metal, beech and other natural materials, says Planet Organic managing director Renée Elliot. A modern rendering of a 1920s-style typeface has been used for the brand identity.

“We see organic farming as the future and have created a light, contemporary feel to reflect this,” she says. In-store signage, carrier bags and wrapping paper have also been designed featuring the new identity.