03.03.10

Selfridges & Co. packaging

Packaging, Consumer

With over 100 store-brand products Selfridges' food range was somewhat unrecognizable and lacked shelf presence. London-based R Design rebranded it to echo the store’s forward-thinking and contemporary attitude. By color-coding everything black and using only the type to reflect what was inside, they created a line that’s unique and doesn’t follow any traditional sector cues. The Trade Gothic font was used at the same point size throughout the line, whenever possible, to ensure clarity and uniformity.

Lindsey Webb, designer; Dave Richmond, creative director.

www.r-design.co.ukwww.selfridges.com