Shaping solutions through packaging

With its launch in 1990, George was the first brand to bring clothing lines into UK supermarkets. Since then, every one of its rivals has followed suit, creating an intensely competitive market where every retail element needs to work as hard as it can, including packaging.

George are number 1 for supermarket fashion so as the brand guardians, it’s our responsibility to keep it that way. In order to differentiate from competitors and communicate the quality values, we’ve worked with George to celebrate style through partnerships with Stacy Solomon, Erica Davies and Alesha Dixon.  Drawing on the quality of the product we’ve created the Entice brand and Ultimate Collection for their lingerie offer. We work closely with George to design all their product packaging, ranging from swing tickets to garment wovens. We create new brands as well as re-energising all existing packaging across the store.

Thanks to our long-established relationship with the brand, we already had valuable insights into what made George customers tick - along with our research team, we’re able to understand the high street and retail comms environment completely. Creation of a key messaging hierarchy to give customers the information they need, as fast as possible is the backbone of our packaging and brand work for George, often supported by consistent in-store comms.