A fresh new look for Keells packaging

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After refining a fresh strategy in close collaboration with the Keells leadership team and completing the store design transformation project, our next task was to design a unified approach to own-label packaging. The existing Keells own-label product packaging had become inconsistent and dated over time, and it was difficult for customers to understand the quality of the product they were buying.

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Our job was to convey that Keells’ own-label products represented excellent everyday value and reliable quality in a consistent design reflective of the newly transformed parent brand. Since we knew that the final roll-out would be completed by Keells’ in-house studio, it was also crucial that our design was easy to replicate.

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As Keells had so many SKUs across almost every grocery category imaginable – everything from rice to detergent to tissues – it was important the packaging design was infinitely flexible. To achieve this, we opted for a simple yet vibrant two-colour concept with clean typography and cues that reflected the store design dubbed ‘Colombo Pop’. Our new design allows customers to easily understand exactly what they’re getting every time. Namely, a great value entry-level product.

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Our design has now been applied to literally hundreds of SKUs, and we were able to deliver for our client both a low cost solution and a massive return on investment. We’re proud to say that year on year sales for the first 230+ products achieved a massive 20% uplift across the range, while year on year volume gained an impressive 9%, proving our strategic approach to packaging design really paid off.