Client: Rewe International / Penny

Brand: Granmare

Project: Retailer’s own private label and packaging design

The Brief:

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 Solution:

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.