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.

To find out more about our work for Bowl & Basket or any of our other brands, get in touch.

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Mode of life


Awards won

The Vertex Awards

Transform Awards

Mobius Awards

GDUSA Graphic Design Awards

To find out more about our work for Bowl & Basket or any of our other brands, get in touch.

Get in touch