Bowl & Basket

How can we defy consumer expectations to create more value for store own brands?

With bullish retailers making the own brand market increasingly diverse and competitive, driving customers to expect more than just value, ShopRite introduces a pioneering and future-proof approach with its creation of new high quality, low budget own brands.

Bowl & Basket

We partnered with Wakefern on the brand creation, brand strategy, visual identity, packaging, portfolio redesign and roll-out of ShopRite’s new own brand for high quality food – called Bowl & Basket.

With a fresh and elevated design, Bowl & Basket disrupts the look of this category, presenting a new opportunity for consumers to resonate with a design-forward family of products. The fluid, organic and optimistic nature of the design and what it represents informs the identity and brand expression – including the addition of an ampersand that doubles as a visual icon resembling a bowl and a basket. The rectangular placemat surrounding the identity signifies the center of the table, shareability and community with modern, stylish and real-food photography cueing freshness, quality and authenticity.

The art direction for the food photography style and illustrations that appear on the packaging is distinct and complementary of the series’ soft color scheme.

At the center of Bowl & Basket, an ampersand symbolizes a starting point for moments of joy. This point of connection extends the brand purpose of togetherness beyond the name to make many quality combinations such as: Milk & Cereal, Saturday & Pajamas, Friends & Family, Bowl & Basket.

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Client

Wakefern

Mode of life

Taste

Lauren Vellek

Senior Business Development Manager


Get in touch with Lauren to learn more about this life story or how we can help you.


[email protected]

Media inquiries
Chantal Goodman
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London
+44 (0)20 7603 8666
New business inquiries
Jamie Chalmers
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Media inquiries
 
New York
+1 212 604 0601
New business inquiries
Lauren Vellek
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Media inquiries
 
San Francisco
+1(415) 757-5010
New business inquiries
Paula Murray
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Media inquiries
 
Copenhagen
+45 70 222 640
New business inquiries
David Ramskov Hansen
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