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Repositioning for PLUS private label range

• Challenge

  The higher end private label range of PLUS Retail (‘PLUS Appétit’) was too luxurious and not enough recognisable as a PLUS Retail brand on the shelves. The assignment was to reposition and create a new brand and packing identity for this PLUS Retail higher end private label range and to strengthen the PLUS brand appearance overall on the shelves.

• Solution

  This project was done together with Bataafsche Teeken Maatschappij (BTM). Together we developed a design strategy and brand name to make ‘everyday a bit more special’ with the ‘PLUS Moment’ range. This was translated into a new brand and packing identity and guidelines.

• Result

  Roll out of the brand and packaging identity across the PLUS Moment portfolio. Stronger appearance of the PLUS private label brand on the shelves and closer connection with PLUS basic range. Resulting in further growth of PLUS private label brand in the overall sales figures.