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.