Monoprix Design & Branding Monoprix: TEA by Havas Worldwide Paris

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Monoprix: TEA

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Industry Retail, Distribution & Rental companies
Media Design & Branding
Market France
Agency Havas Worldwide Paris
Creative Director Florence Bellisson
Designer Cleo Charuet, Arnaud Deroudilhe
Released June 2011


Cannes Lions 2011
Design Lions i. Own Label and Private Label brands Silver

Credits & Description

Type of Entry: Packaging Design
Category: i. Own Label and Private Label brands
Advertiser/Client: MONOPRIX
Product/Service: MONOPRIX
Entrant Company: HAVAS CITY Paris, FRANCE
Design/Advertising Agency: HAVAS CITY Paris, FRANCE
Creative Director: Florence Bellisson
Designer: Cleo Charuet
Designer: Arnaud Deroudilhe
Product Manager: Julie Bresson
Product Manager: Timandra Breot
Brief Explanation:
Our idea: using the product itself as the advertising medium.
We wanted to incorporate Monoprix’s business model, which is a value for money one. Our objective was to give more visibility to the most affordable products, without breaking the brand value.
2000 different packagings were created to give a refreshing, eye-catching impact to Monoprix’s daily products. We wanted to make them the preferred choice for their shoppers, each of them had to trigger desire and to convey affordability. Furthermore, we wanted to create a sensation, a rejection of the ordinary and an injection of magic into the everyday.
Describe the brief from the client:
How to build the most popular premium retailer brand?
Monoprix is France’s leading city center supermarket chain for all the needs of daily life. It proposes both food convenience and a department store shopping experience. The brand has always communicated with a mix of humor, optimism and imagination.
Not only had a sense of gloom pervaded people’s day-to day-lives with the recession; but Monoprix started to be perceived as a retailer with high value, great experience, but just for special moments and treats. The brand struggled to keep its core targets: urban families.
Description of how you arrived at the final design:
Paying tribute to Pop Art and readopting the bayadere style of the brand’s communication, we chose a colorful and militant look, both straight and cheerful. The products are not shown, but exclusively named on their packaging, in big capital letters creating a clear and graphic design. Each of them has a unique, amusing phrase or witty word play. Every product is an ambassador of the brand’s message: daily life should never be routine, but beautiful and fun.
Indication of how successful the outcome was in the market:
The campaign was a huge success with articles in the press and on the web and hundreds of reactions on social networks.
Most importantly French people love it:
+ 20% increase in sales of tinned tomatoes
+ 0,1 increase in market share
+ 1,5 increase in Monoprix’s popularity index
In 2010 Monoprix surpassed previous income records with a 4 billion net profit.