Pownall and Hampson asked us to develop an extensive private label range of duvets, pillows and protectors for Dunnes. They were keen to avoid model photography and decorative imagery and instead asked us to rely on strong modern typography and graphic simplicity. We relished the opportunity. We established a bold ‘big type’ template which clearly communicated the products’ names and key attributes; we chose a neutral metallic background colour and established an area on the right hand side where all the other information sat in a logical, legible order. For some key added value products we imposed imagery on top of this template.