Agency: Williams Murray Hamm
Creative Director: Garrick Hamm
Project Type: Produced, Commercial Work
Client: REWE Group
Packaging Contents: Antipasti
Packaging Materials: Glass
WMH has created a brave, bold and engaging design for Penny Supermarkets ‘Orto Mio’ Antipasti range.
Rewe owned, Penny supermarket chain operates 3,550 stores in Europe. Having won a written competitive pitch against 2 other agencies, WMH were appointed to rejuvenate the 45+ antipasti range to reflect a more unconventional and approachable image for Penny.
Food experimentation is growing in Germany. Different flavours from different countries, and diverse meals in different formats are becoming more popular. Antipasti lends itself perfectly to this; eaten with fingers, wherever, whenever they make a relaxed and pleasing way of consuming food.
WMH’s new design embodies this casual, joyous sociable style of eating. Giving the range a personality; food that can barely be restrained by its packaging, bursting to get out with colour and flavour.
WMH deliberately chose to hero the product itself – replacing the former design’s generic food photography with packs that show the real food, with happy, animated illustrations of the contents representing the flavour and character of each product.
The illustrations are designed to work in unison with the lively, colourful typefaces arranged in a magnitude of combinations. The simple, witty illustrations each carry an adjoining and amusing copy line, such as ‘oh la la olives’, ‘we are the champignons’, ‘you make me blush’, continuing the promise of an enjoyable eating experience.
Garrick Hamm, Creative Director at WMH said:
“Our ‘Orto Mio’ is joyful and witty– reminding German consumers of those long sunny Mediterranean holidays they love so much. I like to think we’ve created a collection of ‘must taste’ products which will raise a smile with Penny’s customers”.
‘Orto Mio’ is available in Penny’s stores now.