Somerfield looks to hail Taxi packs

Bristol-based Taxi has been appointed to revamp packaging across Somerfield’s entire fresh produce range, as the supermarket moves to increase sales in one of its most profitable categories.

The work encompasses fruit and vegetable ranges, including pre-prepared offers, in a project believed to be worth a significant five-figure fee to the consultancy.

It will present first concepts later this month, with new look packaging due to appear in stores from February next year.

According to Somerfield product marketing manager Carol Baker, fresh produce is a ‘very important category’ for the supermarket and the move was prompted by the retailer’s programme of enhancements to store interiors.

‘Fresh produce is the first thing customers see when they enter the store and [as a result] they base their impressions of the store on the produce department,’ she says.

‘Although this is a packaging review, the result will influence the broader environment of the department in-store,’ Baker adds.

Taxi creative director Spencer Buck says the group has been briefed to deliver a more contemporary and cohesive look to packaging across the entire category.

The group was appointed on the strength of previous work for Somerfield. Taxi designers Karl Wills and Luke Manning will work with Buck on the project.