New roles for Private Label

Gamma is the leading home improvement retailer in the Netherlands and Belgium. After years of organic growth, the retail concept no longer resonated with the new generation of “do-it-yourself” consumers. Stores were perceived as functional warehouses, with little segmentation and all goods presented in the same way.

The private label portfolio added to this challenge: across more than 20,000 products there was no consistent look and feel, whether it was a pack of nails or a power tool. Customers found it difficult to choose the right product for their projects, and often doubted the quality and style credentials of the Gamma.

The challenge was to transform this vast private label range into a cohesive, high-quality brand expression that actively supported the in-store experience.

A complete overhaul of packaging strategy and the development of a flexible, category-driven concept enabled customers to navigate more easily, choose with confidence, and trust Gamma as a brand that delivers on both quality and style.

The category-driven approach not only guided design requirements but also provided a framework for budget allocation across the entire portfolio.

The results were significant: the new packaging system improved quality perception and drove more than 20% turnover growth across Gamma’s private label range.

This packaging transformation was part of Gamma’s broader repositioning, which also included a new store concept, in-store communication programme, and revised brand identity. Over a 12-year collaboration at VBAT Amsterdam, Theo, as agency principal, led design strategy and client relations alongside lead creatives including Andy Palmer Smit, Daan Hermelink, and Thea Bakker, ensuring alignment from concept to shelf.