Client: Rewe International / Penny
Project: Retailer’s own private label and packaging design
Rewe International is a leading German retailer that owns Penny Market, a discounter with operations in 7 European countries.
Based on a long-term partnership, Ampro’s task was to redesign their international own brand for frozen fish products, Granmare.
The main challenge was that the existing design had no clear front of pack architecture and it was almost impossible to ensure a consistent branding in such a big product portfolio (more than 50 products).
Our solution was to create comprehensive brand architecture with enough brand cues in order to make the brand recognizable on shelf:
- The Granmare wave;
- The background landscape
- The wooden texture.