Dow do you make a supermarket more appealing?

Everyone loves a makeover, especially supermarkets. In what seems like an eternal battle  to garner customer attention, New World and Pak ‘n Save stores are treating Alison’s Pantry to a makeover.

Eliciting the help of Dow Design, the changes are set to reflect the progressive and modern business Alsion’s Pantry has become, appealing to the 2010 shopper.

Dow Design creative director Donna McCort says Dow was assigned the task of encouraging more frequent use of what is a specialised area of a supermarket.

“To make the produce look more appetising, we opted for a clean, minimal look that allows the shopper to easily see foods that get their taste buds going amongst the vast selection.”

Alison’s Pantry product manager Lyn O’ Sullivan says the brand refresh was the next step in the evolution of Alison’s Pantry.

“It was during the 1980s that our rapport started with the ‘Mother of New Zealand cooking’, Alison Holst.

“Over the years, our knowledge in procuring top grade foods has developed and we needed to truly reflect what Alison’s Pantry stands for today. Dow Design took our brief fully on board, modernising the brand and also designing web graphics that mirror the consumers’ in-store experience,” says O’Sullivan.

For Dow Design’s strategic development director Andy Jaquet, creating the navigation system was an exciting challenge.

“Alison’s Pantry provided us with a great opportunity to not only demonstrate our design skills but also our talents in retail navigation. Choice in supermarkets is now so varied that it can become confusing for the consumer unless you create systems that lead them to their purchase.”

The re-branded Alison’s Pantry will be revealed in Foodstuffs supermarkets during March, from Kaitaia through to Invercargill. The new design will also feature on the aprons and caps of in-store staff and taste testers, as well as in all Alison’s Pantry marketing and advertising in the coming months.

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