The difference between a department store retail setting and the environment in big box stores is like night and day. Snapware®’s branding guidelines called for clean, simple packaging graphics with lots of white space. This solution worked well in well-lit department stores where consumers are treated to close-up, more hands-on product presentation. Retailers like Sam’s Club and Costco knew the limitations of their environment - graphics need to be big, bold, colorful and be easily seen in a dark warehouse from 20+ feet away.

In order to maintain big box shelf space, the team expanded their graphic guidelines to accommodate the needs of this important retailer. In-use products, showing every piece in the set shot, clearly indicating great value to customer was the goal of this redesign of both glass and plastic food storage sets.

The need to showcase concise material differentiation resulted in the sensitive use of color blocking, text color and layout. For both SKUs, the hero was the product shot. Secondary panels provided product features and shape/size information. The value of these SKUs to the Corelle Brands business was near $55 million.

Art direction and photo styling by Anne Moser

Photo credit: Marina Samovsky