The Brief
Musgraves is Ireland’s leading food retail and wholesale company, with brands including Supervalu, Centra and Donnybrook Fair. As a business, they feed 1 in 3 people in Ireland. True Story won the tender to redesign SuperValu’s top-tier Signature Tastes range, in 2017.
The Response
Signature Tastes’ high quality is reflected in the colour palette, print finishes and format design. These elements express a consistent brand proposition: that these foods are sourced with care by experts in the food industry. We showcased this with the use of the cream roundel found on every pack that highlights a producer, farm or ingredient that brings this product its signature taste.
Results: 22% profit growth from the previous year.