11 new contemporary classic beverage brands for Africa's largest retail group

Brand strategy / Brand creation and narrative / Design strategy / Brand architecture / Name generation / Visual identity / Photography art direction / Packaging


The Shoprite Group of Companies is Africa's largest food retailer. It operates more than 2,892 stores in 14 countries across Africa. I worked with the Group over a five year period in developing new FMCG brands and repositioning retail brands across their retail, private label and house brand portfolio. This summary looks at the Liquorshop project.


Liquorshop, the Shoprite Group retail brand, needed to strengthen their private label brand share throughout South African and African export markets.

I worked closely with product owners in the Group, creating 10 new brands that successfully challenged entrenched market leaders across the continent. Case study available on request.