Black Label: A Revolution in Retail Brand Packaging

Loblaw Brands Limited Transforms Retail Packaging with Black Label

The Black Label design is a masterful blend of contemporary colour and typography, set against custom black-and-white imagery. This juxtaposition creates a unique aesthetic that is both sophisticated and distinctive. The imagery, which captures the origin or old world preparation methods of each product, is a deliberate effort to communicate the provenance of each item in the collection.

Adding to the design's uniqueness is the bold and colourful industrial typography on a black background. This design choice not only provides a unique personality to the packaging but also facilitates immediate brand recognition. It also allows for variety differentiation among larger sub-families within the collection. The result was an immediate buzz and interest in this new line of premium products, establishing a platform for continued growth.

The design is not just about aesthetics, though. The use of matte varnish throughout, combined with a spot gloss varnish on the bold colourful typography, adds an additional layer of sophistication. This design was realized entirely in-house at Loblaw, Toronto Canada, starting in mid-2010 and launching at the end of 2011 with over 200 products in over 100 stores Canada-wide.

Despite the challenges of creating a unique design system that worked across multiple package formats and various print processes, the design team, led by Creative Director Jason Hobson and Designer Buffy Liu, managed to overcome these hurdles. Their efforts resulted in a design that is not only visually stunning but also functional and versatile.

The Black Label design has not gone unnoticed in the industry. It was awarded Platinum in the A' Packaging Design Award in 2013. This prestigious award recognizes world-class, exceptional, and highly innovative designs that showcase unmatched professionalism, contribute to societal wellbeing, and advance the boundaries of art, science, design, and technology.

In conclusion, the Black Label design by Loblaw Brands Limited is a testament to the power of innovative design in retail brand packaging. It has not only transformed the look of the products but also the perception of the brand, proving that design can indeed be a game-changer in the retail industry.