When it came to the time that Superquinn needed a revamp of their ready meals; winning an exciting pitch enabled Equator to develop the whole range.
Equator were briefed to redesign the entire Ready Meals range while fitting within the Superquinn style. The result must show a consistent design across 5 different categories, and photography must be paramount.
The creative team at Equator took inspiration from each product category separately then brought the range together as a whole. The design was built around unique illustrations created for each category, which instantly symbolised the ready meal origin creating easy shopping for customers. The photography on pack is bold and large with a high-gloss varnish to make the images really stand out. The remainder of the pack is in a matte varnish, giving the pack some tactility and texture.
The ready meals were launched in store at the end of October 2011 and has had extremely positive feedback. In the first week of sales, the ready meals were selling out every day!