SILVER
IRRESISTIBLES LIFE SMART
Category: Redesigned Brand
Retailer: Metro, Super C, Food Basics
Country: Canada
Agency: St. Joseph Communications / DW+Partners

Life Smart by Irresistibles will feature more than 400 better-for-you products by the end of 2015. The packaging redesign was to refresh and strengthen the engagement of the consumer with a proposition that healthy can be appetizing, supported by more clearly defined benefit callouts. Since the launch of the new design program sales have increased by 30%.

Metro Private Label Group
Metro Design Management: Éric Gagnon

St. Joseph Communications / DW+Partners:
Creative Director: Dennis Benoit
Designer: Creeshla Hewitt
Photography by Dana Dorobantu, Christian Lacroix, Dominique Malaterre, and Alain Sirois