Dutch Bold and Colourful New Brand Replaced Thirteen Existing Private Labels

Dutch Bold and Colourful New Brand Replaced Thirteen Existing Private Labels / World Brand & Packaging Design Society

Brandnew - G'woon

"Dutch design agency Brandnew was asked to design a new private brand that would replace the current private labels of thirteen different retailers throughout the Netherlands. The new design had to be adaptive to each retail formula, category, and fit within the different styles of the supermarkets. They found the solution to what binds all these products in a key element of Dutch culture: they love to be simple. The new private label was born: G’woon. 

Brandnew tackled this challenge by letting go of the design grid. The only thing that unites the products is the brandname ‘gwoon’ used in a tagline: Toiletpaper got ‘simply super soft’, fresh vegetables ‘simply super fresh’, and orange juice got ‘simply with extra vitamine C’. All products have a premium look & feel and the products are truly eye-catching thanks to its colourful packaging and funny taglines matching the brands character - not overpromising but real."

Dutch Bold and Colourful New Brand Replaced Thirteen Existing Private Labels / World Brand & Packaging Design Society
Dutch Bold and Colourful New Brand Replaced Thirteen Existing Private Labels / World Brand & Packaging Design Society
Dutch Bold and Colourful New Brand Replaced Thirteen Existing Private Labels / World Brand & Packaging Design Society
Dutch Bold and Colourful New Brand Replaced Thirteen Existing Private Labels / World Brand & Packaging Design Society
Dutch Bold and Colourful New Brand Replaced Thirteen Existing Private Labels / World Brand & Packaging Design Society
Dutch Bold and Colourful New Brand Replaced Thirteen Existing Private Labels / World Brand & Packaging Design Society
Dutch Bold and Colourful New Brand Replaced Thirteen Existing Private Labels / World Brand & Packaging Design Society
Dutch Bold and Colourful New Brand Replaced Thirteen Existing Private Labels / World Brand & Packaging Design Society

Design Agency: Brandnew
Brand / Project Name: G'woon
Project Type: Consumer Brand Creation, Consumer Brand Redesign
Strategic Deliverables: Consumer Brand Naming
Design Deliverables: Consumer Branding, Consumer Visual Brand Identity, Consumer Retail Design
Location: Netherlands
Market Country: Netherlands
Market Region: Europe
Project Type: Agency Concept / Non Published
Project Category: Cupboard Food
Packaging Format: Can, Pot, Sachet, Wrap
Substrate / Material: Metal, Plastic