Product design / Strategy / Brands / Visual identities / Packaging 

Earning loyalty: migrating consumer proposition from cut-price to emotional reward and connectivity for leading retail group

Usave is a no-frills, cut-price food retail chain with 434 stores that services lower-income consumers through small format, well-positioned stores.


In this fiercely competitive market, their own-label brands were at a disadvantage due to the long history, emotive quality and iconic nature of their competitors, all of them heavily entrenched brand leaders and household names.

I was appointed to identify opportunities for the Usave brand, a project that opened up the transformation of the retail experience, and a new level of emotive connectivity introduced to the shopper-brand relationship.

Product design and development
Design strategy
Brand architecture

Brand and visual identities
Packaging design and production
Art Direction


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