Packaging design for new ranges from online supermarket Ocado targeting the growing demand for foods that are meat, gluten and dairy free. With products split into three categories, Free From, Vegetarian and Vegan.

Pure designed the brand & packaging, as well as managing the delivery of photography, artworking all 40 SKUs and handling reprographics (the technical process between artwork and print).

The majority of the project was made up of Free From products, 27 in total. Which some consumers now view as healthier options regardless of any real need to avoid certain food groups.

Central to brand communication is the reprise of the visual element of Ocado’s logo in the background. A brand thematic that Pure has rolled out across all new Ocado packaging since winning the account back in 2015. Which although applied slightly differently in each product category has given Ocado an immediately identifiable ‘brand anchor’ across its packaging. 

The combination of a light background and bold red gives the Free From packaging strong standout. A factor that takes on even greater significance in an online environment where pack imagery is viewed as thumbnails.

Including its own new lines, Ocado added over 90 products to its vegan offering, giving it arguably the largest vegan range of any UK supermarket.