Private Label as a Brand

A new brand identity and packaging concept for BIO+, the organic portfolio of the retail purchasing organisation Superunie. A brand approach that can work across all participating supermarkets like PLUS, Dirk van den Broek and SPAR.

New brand assets that can carry the brand in all relevant segments and support the credibility of the range and provide shelf stand out. Marcel and Nike developed this work at SGK.

A revolutionary approach for private label in Health & Beauty. No longer using each category leader as reference, but a retailer as a proud brand amongst the leading international brands.

The development was part of a total repositioning of Etos Drugstores as a leading health and beauty brand with confidence and a proud heritage. New brand identity, instore communication program and promotional campaigns. Work developed as strategy and client lead at VBAT with Thea Bakker and others.

For Hema, as a mono brand retailer, private label is the brand. It’s all about express the core values and create versatile and positive experience across all categories. The logo as the core brand asset and bringing the category to life with a smile.

Marcel and Nike have worked in several roles with the Hema team. Not just designing award winning packaging but als helping Hema set up a system to coordinate with all their design partners. Work developed in their capacity as creative director and managing director at SGK.

For Gamma, it was all about regaining credibility on quality and style. As the leading home improvement retailer, they weren’t up to the changing consumer behaviour and increasing competition.

As part of a new store concept and brand identity, the 20.000+ sku private label portfolio had to perform of multiple aspects. A successful partnership for 15 years in transforming Gamma from warehouse to a store with quality and style.

Work developed as strategy and client lead at VBAT with Andy Palmer Smith for the store design and Daan Hermelink & Thea Bakker and others for packaging.

Concept design development for Dirk, the discounter supermarket. A rosette as the core for a brand asset driven concept  for the private brand and a device as a ‘brand uniform’ to align all categories. These two elements guarantee a distinctive brand appeal and shelf stand out. Concept & design program developed by Marcel as creative director at Anthem-SGK.

Developing private label strategy and concept design is just one part of the job. The development of a successful private label portfolio is a continuous process. We have a deep understanding how retail organisations work, understand the impact and opportunities of AI-supported way of working and how to set up an efficient process from the briefing to the printer.

Besides these examples, let us tell you how we worked with Albert Heijn, Woolworths Australia, Mediq Pharmacies, Lidl and de Bijenkorf for their private label approach.