PLUS Supermarket – Private label
Challenge.
Plus Supermarket asked Brandnew to be thé brand architects building a new future proof brandhouse. Strategically a challenge, matching the unique position of the Plus retail brand; Good food, good times. A fine brand house that touch upon unity and diversity in all private label categories. In recent years, we have seen that market conditions for private label have changed significantly. Sharply increased prices due to the geopolitical issues in our backyard together with some impactful crises are piling up. Time to rethink and reposition as the time of a good-better-best private label strategy is far behind us. So back to the drawing board the Brandnew architects and designers delivered a brand new house.
Evolving from a 3 layered classic villa to a young and modernist one layered bungalow. In this house we created several spaces (rooms) for a diverse range of products so you are able to browse and explore. Browse from day to day groceries till unique fresh brands and organic products. A sustainable bungalow which reflects the values of Plus as the most sustainable supermarket in the Netherlands.
Brand Strategy | Packaging Design |
Creative Idea.
Is it about the private label or about the product? Based upon the ‘Goed eten’ Plus philosophy we choose to put the product first. My product is my hero. My moto; everything I do, I do with love and attention. I search for the most tasty and most beautiful product. The superlative of good. You simply can taste, smell, feel, hear and see it. All my senses are tickled.
And it shows on all of the product ranges in this new house, my private label. The visual ID of this renewed private label groceries we funnel these experiences by framing sensory experiences. The camera is so close on the product that you are really hit. Crispy crackers, jummy icecreams and satin soft detergent. The impact is clear. A fascinating private label that touches the heart of consumers. Competitive among the big dutch retailers and strengthening the position of Plus.
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.