Pretty pictures still have a role in package design, but adaptation and flexibility rise
to the top like cream does in glass bottles of milk. So it’s not surprising that package designers and their marketer clients are purring at the appreciation represented by the Mobius (www.mobius awards.com) awards earned for packages marketed in 2007.

Private label soars to new design heights with the introduction of Mobius gold award-winning packaging for Tesco Finest Ready Meals by Tesco Supermarkets, UK.

The cartons are designed, PD learns from partner Simon Pemberton of P&W Design Consultants (www.p-and-w.com), for more than 160 stock-keeping units with graphics
broken down by cuisine type: Italian; Bistro; Indian and Seasonal, each identified by a specific photographic image vignette.

Each cuisine, he notes, has a specific colour the consumer identifies before seeking out the specific meal in that group. The format, origin identification in the lower right quadrant and above it a black block with product-specific copy reversed out, then guides the eye
to the chosen carton.