Nectar value branding

Projecting value became Nectar’s priority, as shoppers grow increasingly cost aware. Four new brand expressions were created, with their sole purpose being to hold and highlight value-related content. The new expressions sit comfortably amongst the existing collection, but also embody their own distinct characteristics whilst addressing their original purpose, to hold copy. It was a balance between aesthetics and function.

The value expressions were designed and tested, with the shapes evaluated to ensure that they can be flipped and rotated. Various copy lines were trialled within the shapes, all to maximise the value expressions’ capabilities and to make them easy to use.

For the final stage of the project, a toolkit was built and supplied to the client, enabling them to confidently use the value expressions in projects. The toolkit covered areas such as strategy, communication touchpoints, language and design usage.

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