Musgrave Retail Partners GB, which operates the Londis and Budgens supermarkets in the UK, has released new packaging for its own brand whiskey, gin and vodka. The labels take a typographic approach, with an individual letterform used as a predominant design element to capture the “essence” of the spirit inside. The “v” of the vodka, for instance, is set against a silver foiled eagle in a way that alludes to early 20th century Russian art. Text on each of the labels follows the same architecture across the entire range of own brand products. The whiskey, gin and vodka redesigns are part of the “better” tier of the company’s “good, better, best” store brand strategy; the entire portfolio is in the midst of a refresh.

March 2010


Pentagram London,