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Private label brand portfolio transformation

Brand strategy

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Design strategy

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Brand architecture

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New brand development: 55 brands

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Trademark design

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Packaging design 

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Structural packaging design

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Packaging production

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Quality management systems

The Shoprite Group of Companies is Africa's largest food retailer. It operates more than 2,892 stores in 14 countries across Africa.

 

The Group a 'branded' strategy to their private label products, each of their brands possesses a unique identity. I worked with them over a number of years developing new brands and shifting consumer perception from that of cheap or inferior products to that of well-priced premium and value-for-money brands. 

I worked with teams managing the homeware, kitchenware, baby, outdoor, DIY, small appliances and lifestyle categories. Using strategy and design to effect a full restructuring, redesigning and migrating of their branded private label portfolios.

 

We rolled out 55 new brands across all divisions to set the new template, and I provided the company with systems and processes to assist them in brand development and packaging quality management systems.

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