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

Strategic architecture and design of 55 new non-food brands to support transformation and repositioning within 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.

  • Retail brand audit

  • Product mapping to audience groups and price points

  • Brand architecture

  • Brand framework

  • Design strategy

  • Creation of 55 new brands - naming, trademark, visual identity, packaging

  • Workflow process design for brand management

  • Service ecosystem mapping across categories

  • Service design for global production quality control 

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