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East Midlands Chamber News

UK Supermarket Packaging Designed By Sheffield Hallam University

The award winning design consultancy team based within Sheffield Hallam University has been instrumental in the design of packaging for some of the UK’s leading supermarkets.

Design Futures has been working for the past two years with the Greencore Group which produces and supplies chilled ready meals, soups, pasta sauces and quiches for Tesco, Sainsburys, Morrisons and Asda. It also produces under licence for the Weight Watchers brand.

The Design Futures packaging innovation team provide structural packaging design to support Greencore’s new product development activity for the major retailers. They also provide graphic design and branding expertise to help create the products of the future.

Neil Rocklife, Category Insight & Innovation Controller at Greencore, explained they had previously used agencies based in London for packaging designs, but after seeing the work Design Futures had done for Marks & Spencer, decided to work with the University based team.

“Design Futures has a different approach to other agencies – they are more realistic, grounded and consumer orientated. They have a wider knowledge of packaging materials with regard to board grades. They provide fantastic results every time!”

John Kirkby, Design Future’s creative director, explained: “Our objective is always to think about the end user – this means that the packaging must not only look attractive but also be easy to use.

“We look at the shape, form and structure of packaging before the graphic design is considered. We have to produce something that is innovative and different.”

Design Futures, was set up seven years ago and is a commercially-focused product and packaging design consultancy group which is part of the University’s wider offering of services to the food sector, including people, product and process developments.

The team work with world famous brands and some of the biggest names in retail as well as small and medium sized companies within the Yorkshire region and across the UK. They also provide design for major companies in the packaging industry.

Recent clients include multi-national companies such as Tesco, Marks & Spencer, Arla Foods UK and Associated British Food.

To see how Sheffield Hallam University could help bring a fresh look to your brand, contact the Business Gateway team on 0114 225 5000 or email bsns@h.cuuiessua.k.