Super de Boer packaging

In the total restyling of Super de Boer as one of the main supermarket brands of the Netherlands, the development of the private label range was one of the key success factors. Changing from a 'me too' operation to a clear ownable identity, it is now one of the vital pillars of building their retail brand. The main issue in developing a private label range for a supermarket is, amongst others, to create a recognisable grid throughout all categories, but leave enough room for flexibility for product specific requirements. The result is a product range with a higher quality appearance and improved price/value ratio, which is able to bind consumers to Super de Boer.