[Online Image]. http://www.mysupermarket.co.uk/sainsburys-price-comparison/Fruit/Waitrose_5_a_Day_Fruit_Selection_400g.html
To follow on from my initial research of going into Tesco and looking at the Tesco’s Everyday Value range and comparing it with the Tesco’s Finest range, I have decided to look at existing packaging products which relate to what I want to create. I went on to Waitrose’s website and looked at what they do to sell your 5-a-day fruit. I chose Waitrose because it is a more high end supermarket aimed at high income families. This is who I want my product to be aimed at; those with a high income as I want it to be a high standard product. The reason I also went onto supermarket websites was to see if there is anything out there which is similar to the product I wish to create. This Waitrose product is see through with 5 different compartments of a selection of fruit to count as your 5-a-day. What I find interesting about this product is the transparent packaging so you can see what it is you are going to be eating. I also like how each type of fruit has been sectioned off showing what one portion is. The design of the packaging is rather simple with a black heading at the top with a green and white typeface which are the colours of Waitrose. This makes it identifiable and easily recognisable. Again black is used like the Tesco’s Finest range because it is classed as a more sophisticated, stylish colour.
[Online Image]. http://groceries.asda.com/product/prepared-fruit/asda-growers-selection-pineapple-melon-mango-grapes/910001329873
I then went onto Asda’s website to see what it is they do for consumers to get their 5-a-day. They pretty much do the same as Waitrose, sectioning off the different fruits. However they don’t do a palette which covers your whole 5-a-day, this one is just 2 of your 5-a-day. Again it is a flat package which is transparent so you can see what it is you are consuming. I like the concept of this idea but I think it will be quite hard to construct into a box using this material. Although cardboard isn’t see through, I think it would be the easiest material to bend and fold. Because I am going to create a fruit box, I believe this will cut down on the usage of plastic carrier bags from the supermarket because customers will be able to carry the box on its own without extra package. The colours of this package are quite bland and look cheap with blue and pink being the only colours. However because you get colour from the fruit I don’t think a lot of colour is necessary, this is why black works well and the colours contrast and stand out more. A simple sans serif typeface is used on the packaging whereas on the Waitrose fruit package, a serif font is use. Serif fonts are usually classed as more classic and formal whereas sans serif fonts are more casual and simple. This shows the difference between the two supermarket products. One is a high end supermarket and one is aimed at the more working class families.
[Online Image]. http://www.tesco.com/groceries/product/details/?id=285346696
I then went on to look at Tesco and their take on a 5-a-day product. Tesco sell a 5-a-day platter which again like the two above, is sealed in a clear package and the fruit is split into sections. I like the packaging for this box more than the Asda one because it is more eye catching and contains a variety of fruit mixed with carrot sticks and cucumber. The type on the front is quite fun as it isn’t too serious. The lines aren’t straight and it looks quite hand written. I like this idea because it looks a bit like it is aimed at children unlike the Waitrose one which looks serious and sophisticated, clearly aimed at adults. The simple colour palette works quite well as there is already a lot of colour contained within the box which is visible to consumers so just one or two colours seems necessary. I think this box is similar to the Asda platter because they are both from the same standard supermarket.
From looking at these 3 5-a-day package designs for fruit from different supermarkets, it has made me think I want my product to fit in with the Waitrose style. This is because I want my package to look eye catching and stylish using black as my main colour. I believe black is a colour associated with style and class. I also want the design to be sharp and crisp like the Waitrose package design.
Nicola Murphy 