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Brand architecture, strategy and design of 55 homeware brands to support transformation and repositioning for Africa's largest retail group

The Shoprite Group of Companies is Africa's largest food retailer. It operates more than 2900 stores in 14 countries across Africa.


The Group applies a 'branded' strategy to their private label products, each of their brands possesses a unique identity with no association to the master brand. I worked with the Group over a number of years developing new brands, upgrading all packaging, redefining product categories and optimising retail aisle planning.


The result is a major shift in consumer perception from that of a cheap product retailer to a premium retailer offering premium yet well-priced high-quality brands. Working closely with the Group, retail aisles were designed to guide shoppers more intuitively in their choices and beautifully branded, well-designed structural packaging heightened the shopper experience far beyond the aisle.

Development of 55 new brands and packaging ranges, each brand process involved:

  • Brand strategy

  • Brand architecture

  • Design strategy

  • Brand naming 

  • Trademark design

  • Packaging design

  • Production

  • Process design

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Jolly Tots brand repositioning 2.jpg
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Millini 1.jpg
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Shoprite Checkers Group brand repositioning 2.jpg
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Bar & Home packaging design 3.jpg
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Shoprite Checkers Group brand repositioning 3.jpg
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