AxFood Design & Branding GARANT SÅKLART 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
Product/Service: GARANT SÅKLART
Creative Director: Marie Wollbeck (Bas Brand Identity)
Senior Art Director: Katrin Gullström (Bas Brand Identity)
Senior Strategist/Project Manager: Torbjörn Nordkvist (Bas Brand Identity)
Project Manager: Susanne Öberg Dimic (Bas Brand Identity)
Designer/Final Art: Johan Haag (Bas Brand Identity)
Copywriter: Public Speaking (Public Speaking)
Photographer: Fabian Björstjerna (Photography Fabian Björnstjerna)
Stylist: Camilla Krishnaswamy (Agent Bauer)
Retusch: Done (Done)
Media placement: Garant Såklart - Supermarket - 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. The brief is to provide the packaging and branding of their of eco-friendly domestic cleaning products.
The range includes household cleaning products. Examples of these are dishwasher detergents, washing up liquid, detergent, bath spray, soap and lotion.

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
Keywords are ‘attitude’, ‘honesty’ and the joy of environmentally friendly cleaning: a bold design that stands out from multinational cleaning and ecological products. The name “Såklart” is a play with words and translates to “Of Course” / “Naturally”. An entertaining, detailed and surprising collage technique completes the expression.
The Garant concept is based on innovative design, highlighting each product line rather than the Garant brand, 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
The design has turned Garant Såklart into a success, creating fantastic brand ‘Liking’ acknowledged in social media. 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.