AxFood Design & Branding GARANT ECOLOGICAL PRODUCTS by Bas Brand Identity

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Industry Grocery and Other foods
Media Design & Branding
Market Sweden
Agency Bas Brand Identity
Creative Director Marie Wollbeck
Copywriter Public Speaking
Photographer Fabian Björstjerna
Released March 2011

Credits & Description

Category: i. Own Label and Private Label brands
Advertiser: AXFOOD
Creative Director: Marie Wollbeck (Bas Brand Identity)
Senior Art Director: Stefan Sundström (Bas Brand Identity)
Senior Strategist/Project Manager: Torbjörn Nordkvist (Bas Brand Identity)
Project Manager: Susanne Öberg Dimic (Bas Brand Identity)
Designer/Final Art: Malin Ringsby (Bas Brand Identity)
Designer/Final Art: Johan Haag (Bas Brand Identity)
Designer/Final Art: Linn Svensson (Bas Brand Identity)
Designer/Final Art: Karl Mattisson (Bas Brand Identity)
Copywriter: Public Speaking (Public Speaking)
Photographer: Fabian Björstjerna (Photography Fabian Björnstjerna)
Retouching: Done (Done)
Media placement: Garant Ecological Products - Supermarkets - 1 March 2011

Describe the brief from the client
Garant is a high-quality private label brand owned by Axfood and sold in their own stores: Hemköp, Prisxtra, Vi and Willys. They provide packaging for everyday ecological living.
The range includes all sorts of products, bakery, convenience, beverage, flavouring, and dairy. Some examples of these are vinegar, sour milk, jasmine rice, oats, coffee, sifted rye flour.

Describe the challenges and key objectives

Garant is present in a large number of categories with different prerequisites and competitors. In most of the categories, Garant is competing with at least 1 strong brand. Garant is a challenger brand combining good design, high-quality product and value for money.

Describe how you arrived at the final design
We made a fun, contemporary and brave ecological design with attitude. A unique handmade typeface makes the product names and facts illustrative and recognisable. Unique and vibrant colour combinations make the products visible, decorative and entertaining. The products are extremely visible both in the store and at home.
The Garant concept is based on innovative design, highlighting each product line rather than the Garant brand, and on targeting conscious, knowledgeable consumers. Consumers can comment on and rate the products on the website Axfood can then produce what the customers want: a completely new way of working with private brands.

Give some indication of how successful the outcome was in the market
Garant Eco has created sales success, brand liking and buzz with this design. Sales are breaking records. Axfood’s share of private brands is at an all-time high, and a huge number of consumers are actively involved via the website.