Swirl and Repeat

Launched in 2002 in the UK, Ocado is an online grocer — the equivalent of Fresh Direct in the US — delivering an average of 15,000 orders every day to 66% of British households. With a big emphasis on being green and sustainable, the company claims that a “typical Ocado delivery has a lower overall carbon footprint than walking to your local supermarket.” This month Ocado is rolling out new packaging for its own brand of products, designed by London-based Jones Knowles Ritchie (jkr).“The new design utilises the Ocado swirl to create patterns in an array colours to produce a visually engaging look for the brand. We wanted to ensure the packaging was ownable while remaining proudly Ocado. Using the brand’s existing colour palette, we created exciting combi