行业：品牌设计

BPNLab

Design|Fashion|Art

近20石家庄比较好的设计院_年我们见证了通讯科技的高速发展。消费者已经习惯于方便的通信讯息应用，最终，互联网在线订购商品的渠道开始占上风。有新成立的网络服务企业集团（一些实力雄厚的初创企业）崛起，但其中也有许多企业没落了，但有一家在线百货店和他的送货服务成功度过了咆哮的2000年代的互联网泡沫——Ocado奥卡多。

Ocado现在可以为英国的四分之三地区提供服务，并且准确按时率达到97％，提供超过49,000种不同的产品，远远超过了传统的实体超市。随着在线订购和交付服务的发展突飞猛进，Ocado更新品牌并为其赋石家庄比较好的设计院_予一种新的视觉语言，该语言代表了品牌所拥有的“卓越的范围，令人惊奇的价值和个性化的服务”。

新设计的字体Ocado Full Fig。受该品牌标志性漩涡图案的启发，新字体柔软，圆润，像新鲜水果一样完美。

旧的标志绿色被甜美的葡萄紫色代替。熟悉的涡流徽标也进行了重新设计，使其在静态和动画形式下都更加清晰易读。当将紫罗兰色应用于Ocado的送货车队时，也很引人注目。尽管紫配色占据主导地位，但其他生动的色彩和代表食物的几何图案使包装更加完美。

“包装设计面临的一个挑战是创造一种凝聚力，石家庄比较好的设计院_愉悦的外观和感觉，这种灵活性足以突出Ocado广泛产品组合中的不同范围。它还必须从在线无缝过渡到线下，以确保其外观与众不同。例如在厨房橱柜展示就像在屏幕上看到的一样。”

Ocado Gets a New Look Courtesy of JKR

About 20 years or so ago, the world saw accelerated growth in the use of telecommunications. Consumers had started traversing the information superhighway, and, eventually, the notion of using this new fangled internet thing to order stuff without leaving home started to hold weight. Hordes of businesses, some well-established, and numerous start-ups rose to serve the newly established netizens. Many failed, some rather spectacularly, but one grocery delivery service managed to survive the tech bubble burst of the roaring 2000s—Ocado.

Ocado can now service three-quarters of the UK and boasts a 97% accuracy and on-time rate, offering more than 49,000 different products, far more than what a traditional brick-and-mortar supermarket. As the online ordering and delivery service experiences a new growth spurt, Ocado enlisted the services of JKR to refresh the brand and give it a new visual language that represented the “superior range, surprising value, and personalized service” the brand’s customers have come to expect.

Gone is the green that has come to dominate the marketplace and in its place is a luscious grape color. The familiar swirl logo also got retooled, making it more legible in static and animated forms. The deep purple can serve as the primary or a complementary color in use. The violet color also stands out when applied to Ocado’s fleet of delivery vehicles. While the Prince palette dominates the identity, other vibrant colors and geometric patterns representing food round out the packaging.

"A challenge for the packaging design was to create a cohesive, joyful look and feel which was flexible enough to spotlight the various different ranges across the broad Ocado portfolio. It had to transition seamlessly from online to offline too, ensuring it looked as distinctive in the kitchen cupboard as it did on screen," said Martin Francis, creative director at JKR.

A new typeface designed with foundry F37 was also introduced, called Ocado Full Fig. Inspired by the brand’s iconic swirl, the new typeface is soft, round, and as ripe as fresh fruit.

While a website or app’s search bar is usually considered a part of the functional user interface, for Ocado customers, the search bar went from tool to visual asset. JKR and Ocado’s refresh makes use of this beloved bit of the web app’s kit, playing its role in the start of a shopping journey. The search box’s frame is expanded and used on packaging and other cases, tying the element throughout the shopping experience. Plus, bright and cheery illustrations come designed for each of Ocado’s own products.

“In-house teams are close to their brand. But fresh eyes bring new perspectives, and we needed a trusted agency partner to help us build on our most recognizable brand assets. JKR performed that role to a tee: challenging boldly but respectfully and helping us to refine, evolve and expand our brand toolkit. We’re thrilled to bits with the result,” said Michael Storey, head of creative & branding at Ocado Retail, via a press release.

Ocado is rolling out the new refresh throughout 2021.

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