Dunnes Stores Simply Better


The Dunnes Stores Simply Better collection is one of the most successful food brands in Ireland, with over 250 food awards since it was established in 2013. At present there are 350 products in the collection with delicious new products being added all the time.

Back in 2013, Dunnes Stores felt that their premium food and drink range had potential to lead the category by selecting only top quality suppliers, with genuine passion and craftsmanship behind each product and combining this with a consistent and stylish packaging concept and communications style that would promote the products in each store.

Since then we have worked with the Simply Better team to redesign and promote over 350 SKUs, with a striking packing and communications concept that has evolved to encompass new product categories and initiatives over the years.

The Simply Better design effortlessly conveys the range’s core brand values and each new product design is considered within its own category so as to maximise impact and quality cues for shopper.

Key features of the packaging design include exciting food photography, storytelling and a map of origin to promote product provenance and a rich colour palette alongside the signature black and distinctive monochrome stripe.

In 2018, we were tasked with elevating a number of extra special and limited edition products within the range, and so the gold ‘celebration range’ was created featuring a bespoke repeat pattern based on the rich heritage of Dunnes Stores since it opened its doors in Cork in 1944.