Dry Grocery

Dunnes Stores

Designing ranges to define a category.

The challenge we needed to address was that the Dry Grocery category had become a collection of disparate designs lacking cohesion and a consistent tone of voice. The area in store is heavily branded leading to a lot of noise where it was difficult for customers to shop.

Our solution was to create designs that were simple yet impactful whilst providing an overall look for the category where customers could still differentiate each segment. We also needed to align with the client’s strategy to establish Dunnes Stores as a quality own label brand with its own unique look and feel.


- Strategy and Positioning
- Tone of Voice
- Brand Mapping
- Packaging Substrates
- Print Management

For the Indian selection we incorporated intricate henna patterns coupled with bold rich colours, reflective of the taste profile of the range. This colour palette was inspired by the spices and ingredients used in these traditional recipes. With such a wide variety of products, the strong differentiation between variants greatly assisted customers in navigating the range.

By identifying that customers chose the type of pasta based on its unique shape we used this as the main differentiator between the variants supported by the large window to the product on front of pack.

To bring a sense of cohesion to the range, each pack had a consistent providence brand mark incorporating the Italian flag and map illustration in a stamp device to deliver an authentic message to consumers.

Pasta is only as good as the sauce that goes with it. With many flavours to chose from we wanted this choice to be simple, with colour coding for each flavour to assist way finding for the consumer.

Inspired by the temples and palaces of Thailand we used their quintessential gold colourand iconic shapes supported by traditional Lai Thai style patterns to anchor the design for this selection of fragrant sauces and cooking milks.


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Unit 3, Santry Hall Industrial Estate, Santry, Dublin,
D09 Y2F7
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