Private Labels Can Do More

Growth with Order

Private labels are on the rise, globally: greater variety, higher quality, higher premium and increased sales. Shufersal had started revolutionizing their PL with many new catagories, a huge variety and better quality. The label picked up a growing part of the revenue, but it was growing wild: no clear linkage or brand coherence. It was time to reflect to the public the true work that had been done, and put some order to it as well.

The Changing Role

The new generation of private labels does not settle for the traditional role of being low tier, low quality and low price replacement for standard brands. It takes a new form and a new role: to give consumers varied, flexible, accessible quality solutions, and sometimes even innovate. 

PLs are at the hand of the retailer: close to the data, close to the consumers, easy to make changes to, not tied to specific producers or supply chains or limiting, category-specific brand guidelines. Shufersal's label was closely tied to the mother brand, but could now feel free enough to project the new happy, free, un-apologetic quality approach to its loving consumers.

Tying It All Up

How do you create consistency across dozens of categories, hundreds of products and countless encounters? First by eliminating everything which is not necessary. Sub categories, access names, dated package designs - they had to go. We left room for each product to win on its own shelf, while the Shufersal logo was cleaned, united, and found a constant home on any package whatsoever. The result is a brand which is free to move, develop and change, energetic and attractive all across, and consistently related to its mother brand - for the benefit of all.

Mmm… Privately Delicious

Having a taste of the products, we immediately understood its all about the ingredients to make the products stand out. They are our main actors, and they will tell a story leaving you wanting for more.