Students hone design skills using Metro’s private-label brand

Metro is giving students a chance to redesign some of the packaging for its high-end private label brand Irresistibles through a competition.

Students from OCAD University in Toronto and College Salette in Montreal are being asked to come up with packaging for one product along with a communications strategy.

Irresistibles is Metro’s high-end private label line which has grown in recent years to include Organics, Gluten-Free, Artisan (premium deli meats and premium bakery) and Irresistibles Life Smart (lower salt, sugar and fat, and vitamin-enriched products). Overall, Metro offers more than 1,500 products in the Irresistibles line.

Students will be judged based on concept rationale, design, creativity, market understanding and viability as well as overall presentation. Winners from each school will get a paid internship with creative advertising agency Pigeon, but Metro will also consider the winning work for actual implementation.

“At Metro, we are committed to turning our own products into distinctive brands,” said Marie Horodecki-Aymes, Metro’s director, design and packaging in a press release announcing the competition. “We love the idea of connecting with the next generation, giving them the opportunity to showcase their creativity.”

Judges will include experts from Pigeon, Metro, both colleges and Christopher Durham, president, My Private Brand and co-founder of the Vertex Awards. Winners will be announced at an award ceremony at each school before the end of the year.