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Telling a story with every pack

How do you sell the simplest products of all? Our Simple Value packaging copy put smiles on people’s faces – and picked up a bunch of awards.

Argos’ Simple Value range covers all kinds of basics – from toasters to toilets seats. There are over 140 lines, starting at 99p. All are good-quality, but with few bells and whistles.

Our challenge was to help this brand stand out – and help Argos compete with the likes of Amazon in the process.


People talk about ‘storytelling’ in design all the time. But in this case, telling a story is exactly what we did.

Working closely with The Partners and the Argos team, we distilled each product down to a fun 3–5 word ‘story’ that was then cheerily emblazoned on the box.

We wrote a lot of these stories ourselves. But we were even prouder of the ones the Argos team wrote with the help of our guidelines.

Simple success

The Simple Value range has been a big seller for Argos – and our work has attracted plenty of attention, too. So far, the project has won a Silver Lion at Cannes, two D&AD Pencils, The Drum Design Award, and the Retail prize at the Brand Impact Awards.