Dunnes Stores

The Organic identity had become dated and it no longer reflected the quality of the range or the array of choice.

To bring a visual solution to this problem we looked at what it is to be Organic from a fresh perspective.

We adopted a ‘less is more’ approach to deliver a contemporary identity that re-engaged loyal shoppers and attracted new customers.


- Identity
- Tone of voice
- Packaging design
- Packaging substrates
- Print management

Our focus was on achieving a simple, natural and modern tone of voice.

The leaf motif was retained but amplified and housed within the ‘O’ to give the identity a brand mark that was understated and fresh yet immediately recognisable.

We replaced the old colour palette with earthy green and warm beige to establish a closer link to nature. Typography focused on achieving a functional clarity with space to breathe finishing the clean, crisp aesthetic.

The understated design and packaging system brings a coherency and structure to an ever growing range of products.
It gives breathing room for providence and accreditations such as the EU Organic leaf to be prominent and readily visible giving customers assurity and a sense of trust.

Dunnes Stores Organic - an identity and range delivering a natural purity just like it’s products.

Simple, understated yet hard to forget.


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