(Est. 2019) Bowl & Basket is a new private label food and beverage brand from ShopRite, a retailers’ cooperative of supermarkets with stores in six states: Connecticut, Delaware, Maryland, New Jersey, New York, and Pennsylvania.
Pearlfisher (New York, NY, office)
To take ShopRite beyond value, Pearlfisher ensured that the overall creative approach and vision conveys both quality and modernity and still maintains ShopRite’s welcoming nature. Bowl & Basket spans all food products and communicates the expertise, approachability and personal nature of the brand, with ingredients that bring people together ‘from our basket to your bowl’.
Hamish Campbell, VP & Executive Creative Director at Pearlfisher said, “A fresh and elevated design for Bowl & Basket helps disrupt the look of this category, presenting a new opportunity for consumers to resonate with a design-forward family of products. The fluid, organic and optimistic nature of the design and what it represents informs the identity and brand expression – including the addition of an ampersand that doubles as a visual icon resembling a bowl and a basket. The rectangular placemat surrounding the identity signifies the center of the table, shareability and community with modern, stylish and real-food photography cueing freshness, quality and authenticity.”
The ampersand at the center of Bowl & Basket is only a starting point for moments of joy. This point of connection extends the brand purpose of togetherness beyond the name to make many quality combinations such as: Milk & Cereal, Saturday & Pajamas, Friends & Family, Bowl & Basket.
Pearlfisher provided text
Images (opinion after)
The new logo avoids two major consumer product trends — deadpan sans serif and Chobani — with a soft serif that, in a way, is an amalgam of both of those that results in a very pleasant, non-trendy wordmark. At the center of it is a charming ampersand shaped both like a bowl and a basket and the best compliment I can give it is that it made me smile. I feel like the style of the serif is the perfect one to make the ampersand feel like something you want to bring home. The packaging looks great with its muted color palette and off-white backgrounds. I particularly like the variations where the product photography is in a hard rectangle framed by the tan color. The secondary sans serif is a great complement to the logo and primary serif used — any ID on it? — and the product photography is simple and sophisticated. This looks more like something you would find at Dean & Deluca (or other comparable gourmet store in your neck of the woods) than a co-op and I’m sure the price is as to die for as those sour cream & onion chips look like.