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Retailer private label branding and aisle planning from the ground up.
Private label brand portfolio transformation for Africa's largest retailer across homeware, kitchenware outdoor, small appliances, DIY, baby and lifestyle categories

Design strategy

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Brand architecture

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Planogram and aisle planning

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New brand development inc. naming

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Dieline and structural packaging design

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Surface packaging design 

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Structural packaging design & prototyping

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Rollout across all SKUs

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Packaging production management

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Global packaging and material quality management systems design and implementation

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Project management

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 Shoprite 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 well-priced premium yet well priced high-quality brands. Retail aisles were organised, colour blocked and guided the shopper in their choices providing a shopping experience that is swifter, more satisfying.

Using design strategy, brand architecture, and an abundance of conceptual thinking and design craft we restructured, redesigned, repositioned and migrated their branded private label portfolios across homeware, kitchenware, baby, outdoor, DIY, small appliances and lifestyle categories.

 

We launched 55 new brands to set the new template. I directed all artwork rollout and packaging production across 700 products, including the design of cost-effective, stronger and damage resistant dielines, structural packaging and improved material selection.

 

I architected new quality management systems and processes to assist the company in brand development and packaging production quality management systems.

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