A fresh new look for Keells packaging

After refining a fresh strategy in close collaboration with the Keells leadership team and completing the store design transformation project, our next task was to design a unified approach to own-label packaging. The existing Keells own-label product packaging had become inconsistent and dated over time, and it was difficult for customers to understand the quality of the product they were buying.

Consistency is king

Our job was to convey that Keells’ own-label products represented excellent everyday value and reliable quality in a consistent design reflective of the newly transformed parent brand. Since we knew that the final roll-out would be completed by Keells’ in-house studio, it was also crucial that our design was easy to replicate.

Keells tomato sauce bottle

A simple design to reflect entry level quality

As Keells had so many SKUs across almost every grocery category imaginable – everything from rice to detergent to tissues – it was important the packaging design was infinitely flexible. To achieve this, we opted for a simple yet vibrant two-colour concept with clean typography and cues that reflected the store design dubbed ‘Colombo Pop’. Our new design allows customers to easily understand exactly what they’re getting every time. Namely, a great value entry-level product.

Wrapping up a big sales uplift

Our design has now been applied to literally hundreds of SKUs, and we were able to deliver for our client both a low cost solution and a massive return on investment. We’re proud to say that year on year sales for the first 230+ products achieved a massive 20% uplift across the range, while year on year volume gained an impressive 9%, proving our strategic approach to packaging design really paid off.

The project covered

Visual identity | Packaging design | Design asset creation | Brand guidelines

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