Budgens is a unique grocery retailer with a large network of stores across the UK. There are 170 Budgens stores ranging from petrol forecourts to neighbourhood supermarkets, independently owned by entrepreneurial retailers who care about the quality, provenance and the value of their food, and about their communities’ needs.
Budgens stores offer inspiring local and artisan ranges alongside best-loved and trusted brands, they work with 1,000s of smaller suppliers and local food heroes, seeking out the very best produce that Britain has available so they can offer a twist on the daily shop.
The last year has seen a repositioning of the Budgens brand with a new proposition that is centred on ‘everyday discovery at the heart of local life’. As part of this repositioning they commissioned Taxi Studio to provide brand strategy and creative for their entire own brand packaging range.
Initially a three way pitch, Taxi won on the strength of their creative and strategic credentials, and have since worked directly alongside Budgens senior management team to define the own brand strategy, segmentation and creative direction for some 800+ SKUs.
Taxi Studio Founder & Creative Partner, Spencer Buck said: “We are thrilled to bits about working with Musgrave on the Budgens brand. They are a great team of people, all focused on instilling more pride within the business, and they see packaging as an integral element to achieving this. We’ve reacted with speed and agility to hit an extremely tight deadline to see the first run of 100 or so products on the shelves this week. Our primary role is to premiumise Budgens packaging to better reflect their top quality products.”
Budgens Own Brand & Technical Manager, Lucy Milleret said: “Taxi have lived up to their fearless reputation by taking on a brief with such tight timings and delivering nothing short of brilliance.”
The first redesigns for Budgens Fresh Produce hit the shelves earlier this month in their revamped store in Crouch End North London.