PLUS Supermarket – Private label
PLUS Supermarket – Private label
When brand
strategy and packaging align
When brand
strategy and packaging align
Tickling all senses with a sensoric approach
Tickling all senses with a sensoric approach
PLUS Supermarket – Private label
The Challenge
PLUS Supermarket asked Brandnew to redesign its private label identity—building a scalable, future-ready brand architecture. In a time where inflation sharpens the focus on private labels, quality and value matter more than ever. The old good-better-best strategy? No longer enough. The challenge: reinvent the private label to match PLUS’s core promise—Good food, good times.
Strategy & Design approach
We evolved from good-better-best strategy to a unified, modern brand structure. This flexible design system supports diverse product categories, from everyday basics to fresh and organic products. The new brand architecture also reflects PLUS’s sustainability ambitions, reinforcing their position as the most sustainable supermarket in the Netherlands.
Brand Strategy | Packaging Design |
Packaging Design & Visual Identity
Rooted in the ‘Good food, good times’ positioning, our design puts the product center stage: My product is my hero. Packaging design emphasizes sensory impact—zoomed-in textures, bold photography, and minimalist framing. Think: crispy crackers, creamy ice cream, and soft-touch detergents that stimulate all five senses. This sensory-driven packaging elevates the private label from generic to desirable— creating stronger emotional connections and building brand loyalty.
The Result
The new private label system not only strengthens shelf presence but also positions PLUS competitively among top Dutch retailers. It’s brand design with purpose—strategic, sustainable, and built to adapt.
Private label
In the recent years Brandnew refreshed over 4.500 SKU’s in all categories.
The Fresh Category
As healthy good and sustainable food is the key driver the fresh department is one of the most crucial categories to shine as a private label. In order to address the different categorie codes and brand stories and we created different fresh brands (rooms) which tell their own story and build together an even stronger brand perception of Plus.
Results
In the recent years Brandnew refreshed over 4.500 SKU’s in all categories.
Being awarded not once but twice with a global Vertex private label award it is clear the house is a rock solid investment for this branded house.
