budgens is hoping to turn around consumer perception and position itself as a premium grocery retailer with a redesign of its entire own brand packaging led by taxi studio.taxi studio redesigns budgens own brand packaging as it looks toover the last year, budgens has rolled out a new proposition centred on &lsquoeveryday discovery at the heart of local life&rsquo and commissioned taxi studio to provide brand strategy and creative for the own brand packaging range.following a three way pitch, taxi has worked directly alongside budgens senior management team to define the strategy, segmentation and creative direction for some 800 plus lines of products.the first iteration of this is currently being implemented across 180 budgens fresh produce line in the first revamped store in crouch end, london.speaking to the drum, taxi founder and creative partner spencer buck, said the retailer&rsquos original premium position has been lost over time, partly due to its own brand packaging.the redesign consists of two tiers of products &ndash better and best &ndash unlike larger supermarkets such as tesco which carries multilayers from tesco value up totaste the difference.&ldquofrom my perspective budgens years ago managed to establish themselves almost as a baby sister to waitrose,&rdquo buck said. &ldquoover time the premiumness has been eroded for several reasons but the packaging was one of the key drivers.&rdquothis was partly attributed to the adoption of packaging used in ireland at supervalu, a supermarket chain that is also owned by budgens parent company musgrave group. &ldquowhat was seen as premium in ireland fell flat in the uk market and so that own brand packaging eroded the premiumness that budgens had established,&rdquo continued buck.taxi studio will now work to instil a sense of pride for the new packaging internally to help staff sell ownbrand products as well encourage consumers to reappraise the grocery store as stocking a premium offering.budgens own brand and technical manager, lucy milleret said &ldquotaxi have lived up to their fearless reputation by taking on a brief with such tight timings and delivering nothing short of brilliance.&rdquothe move comes amid the appointment of st luke&39s to handle the budgens advertising account and creative agency über to produce its latest instore and online marketing campaign. 
