Ams Design & Branding EURO SHOPPER PACKAGE REDESIGN by Sek & Grey Finland

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Industry Retail, Distribution & Rental companies
Media Design & Branding
Market Finland
Agency Sek & Grey Finland
Illustrator Tiina Koivusalo, Emmi Jormalainen, Taru Sutinen, Ville Granroth
Released March 2010

Credits & Description

Category: i. Own Label and Private Label brands
Advertiser: AMS SOURCING
Agency: SEK & GREY
Date of First Appearance: Mar 1 2010
Entrant Company: SEK & GREY, Helsinki, FINLAND
Creative Director/Graphic Designer/Illustrator: Mikael Kivelä (SEK & GREY / SEK Design)
Illustrator: Ville Granroth (SEK & GREY / SEK Design)
Illustrator: Tiina Koivusalo (SEK & GREY / SEK Design)
Illustrator: Emmi Jormalainen (SEK & GREY / SEK Design)
Illustrator: Taru Sutinen (SEK & GREY / SEK Design)
Design Manager: Sofia Uitto (SEK & GREY / SEK Design)
Account Executive: Helena Piippo (SEK & GREY / SEK Design)
Executive Producer: Mira Eerikäinen (SEK Point)
Media placement: Colour Washing Powder, White Washing Powder - Supermarket - 10.3.2010
Media placement: Jams: Abricot, Strawberry, Cherry, Raspberry - Supermarket - 2.6.2010
Media placement: Orange Marmalade - Supermarket - 31.5.2010
Media placement: Dilutable Fruit Drinks: Blackcurrant, Grenadine, Orange, Strawberry - Supermarket - 22.6.2010
Media placement: Sauces: Browne Sauce, Green Pepper Sauce - Supermarket - 1.4.2010

Describe the brief from the client
Euro Shopper is a successful discount brand developed and marketed exclusively by AMS Netherlands. The package renewal started in 2008 when the client gave us a brief to redesign their whole product range consisting 1,200 different SKU's. The old design was seen as outdated, unattractive and the store visibility varied significantly in different countries due to the lack of proper design guidelines.

The brief was to create a new design that would be contemporary, communicate simplicity and good quality and differentiate from private labels of distributors.

Describe the challenges and key objectives
The Euro Shopper brand renewal aimed at making the design more contemporary, fresh, and easy to recognise, without changing the positioning: Euro Shopper is a price fighter for basic everyday products with basic quality and low price.

Describe how you arrived at the final design
We created the concept with the core idea that choosing a value-for-money brand is not embarrassing but smart. The design concept is no-nonsense, straightforward and consistent. It doesn't try to imitate the visual appearance of either A-brands or discounters, but has a visual language of its own. The design fits in different cultural environments internationally and suits varying levels of printing techniques.

Give some indication of how successful the outcome was in the market
The redesign has really helped Euro Shopper in becoming a real brand for the retailers and distributors, this shows as a significantly increased store visibility. The design itself has been noted in various design blogs and forums.