Dow Design creates a new look Alison’s Pantry

Dow Design creates a new look Alison’s Pantry

Shoppers from Kaitaia to Invercargill are experiencing a new look Alison’s Pantry this month as Dow Design's makeover of the self selection area of New World and Pak ‘n Save stores is unveiled.

As a brand, Alison’s Pantry needed to convey the progressive modern business it has become; with expertise and integrity in sourcing top quality foods and sound relationships with retailers. It also needed to appeal to the 2010 shopper who is ingredient and health conscious and has a respect for authenticity. Dow created a fresh clean look for the popular scoop bins through a stylish logo and navigational signage that brings the brand right up to date.

“Our vision was to better capture the direct, fresh experience of Alison's Pantry and create an exciting market-like feel for the space that stimulates the shopper with its choice and quality products,” says Dow Design Creative Director, Donna McCort.

She 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.”

Dow Design’s Strategic Development Director, Andy Jaquet says the navigation system was an exciting challenge for the Dow team. "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 Alison’s Pantry section of larger supermarkets can have over 220 scoop bins, but in smaller supermarkets, the area may only be a quarter of this size. One of the clever elements of Dow’s design is that it can easily be scaled to suit the space a store has available.

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,” she explains.

“Known for her delicious recipes and as a pioneer for balanced eating, her advice helped shape the brand. 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.”

The re-branded Alison’s Pantry will be revealed in Foodstuffs supermarkets during March. 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.

ENDS

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