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Retail
Meaningfull design with impact
Retail – Where packaging can make a difference
Private label is more than a name on a box — it’s your brand in its most visible form. With presence across multiple categories, private label gives you the unique opportunity to own the whole store.
Whether it’s reinforcing your positioning, competing within every category, or standing out like a A- brand — your private label can play many roles. The key? Packaging that carries your story, earns trust, and makes impact where it matters most: in the hands of the shopper.
Don’t compete excel. We help you define the role your private label should play — not just within a category, but across the full customer journey. By identifying what sets your brand apart, we explore bold new directions to create a powerful, brave identity with impact that lasts.
"From generic shelf filler to an iconic brand that connects"
Creating a new brand is always exciting—but replacing three private labels across 13 retail formats in the Netherlands? That’s a whole new level. And exactly the kind of challenge we love.
So we set out to build a brand that would do more than just fill shelves. A brand designed to shake up categories, connect with consumers, and feel right at home in every household. A brand that isn’t tied to one retailer, but feels like it belongs to everyone.
Social, flexible, and effortlessly moving between products, categories, and trends. That brand is G’woon—a private label that’s anything but private.
What did we do?
- Brand strategy
- Naming
- Visual identity
- Packaging design
- Brand activation
"Owning the balance between Value and Surprise"
With a positioning built around “always surprising, always value for money,” Kruidvat’s own brand strikes a unique balance: sometimes leaning into playful creativity, other times into uncompromising affordability. It’s never just one or the other—but always unmistakably Kruidvat.
Our design approach embraces this duality. By crafting designs with an ownable visual identity, we translate the brand promise into a cohesive, category-flexible system. Whether competing head-to-head with A-brands or claiming its own space, the pack designs stay recognizable, relevant, and confident.
Subtle design markers – like the white shape behind the logo and typography – signal reassurance and value without shouting. The result: a private label that’s credible, creative, and consistently Kruidvat.
What did we do?
- Packaging Design
"From brand strategy to shelf: when promise and pack align"
PLUS Supermarket asked us to reinvent their private label identity—creating a scalable, future-proof brand. With inflation driving demand for private labels, the old good-better-best strategy was no longer enough. The goal: align the new brand with PLUS’s promise of Good food, good times.
We created a unified, modern brand system that stretches across categories—from everyday basics to fresh and organic products—while reflecting PLUS’s sustainability leadership.
The packaging lets the product take the lead — heroed through bold photography, rich textures and refined, minimal framing. Each design captures the product’s unique character, creating a sensory experience that elevates private label into a desirable, quality-first brand.
The result? A private label brand that elevates shelf appeal, strengthens consumer connection, and positions PLUS as a frontrunner in Dutch retail.
- Brand Strategy
- Visual Identity
- Packaging Design
