Pearlfisher & ShopRite Develop Brand

Pearlfisher New York partnered with Wakefern on the brand creation for ShopRite’s new own brand for high quality food – Bowl & Basket. The project includes strategy, visual identity, packaging, portfolio redesign and roll-out of the brand. ShopRite is a long established retailer’s cooperative, and is introducing what it calls a “pioneering and future-proof approach” with the creation of high quality, low budget private label brands.


Pearlfisher’s overall approach and vision is intended to convey both quality and modernity and still maintain ShopRite’s welcoming nature. Bowl & Basket spans all food products and communicates the expertise, approachability and personal nature of the brand, with ingredients that bring people together “from our basket to your bowl.” Hamish Campbell, VP & Executive Creative Director at Pearlfisher said, “A fresh and elevated design for Bowl & Basket helps disrupt the look of this category, presenting a new opportunity for consumers to resonate with a design-forward family of products. The fluid, organic and optimistic nature of the design and what it represents informs the identity and brand expression – including the addition of an ampersand that doubles as a visual icon resembling a bowl and a basket. The rectangular placemat surrounding the identity signifies the center of the table, shareability and community with modern, stylish and real-food photography cueing freshness, quality and authenticity.”


The art direction for the food photography style and illustrations that appear on the packaging is distinct and complementary of the series’ soft color scheme. And the ampersand at the center of Bowl & Basket extends the brand purpose of togetherness beyond the name to make many quality combinations such as: Milk & Cereal, Saturday & Pajamas, Friends & Family, Bowl & Basket.


Laura Kind, Vice President of Brand Strategy said: “With Bowl & Basket, our new food offerings are modern, premium, interpretive, emotive and distinctive. It’s capable of rivaling the leading own brand and branded goods, providing us with a creative blueprint to draw in our own next generation of shoppers and a new future for the look of own and store brand. Creative credits include: Hamish Campbell, VP, Executive Creative Director; Tiffany Bacani, Senior Designer: Brandi Parker, Head of Realization; Elizabeth Obee, Client Director; and Allison Diaz, Senior Client Manager.