Client: Brandnew SuperUnie
Project: Brand Consolidation – Visual Identity & Brand Concept
Sector: Retail, FMCG, Private Label
Developed in collaboration with Brandnew Design to unify thirteen private labels into one bold, colourful Dutch brand. The concept celebrated cheeky simplicity and strong communication value, resulting in an Effie Award win.
Challenge
The client aimed to replace thirteen fragmented private labels with one unified Dutch master brand. The challenge was to create a single, powerful identity that could retain shelf impact, feel culturally relevant, and function flexibly across categories, while also driving greater consumer recognition and communication efficiency.
Approach
In collaboration with Brandnew Design, we’ve creative team developed a bold, colourful concept that embraced the Dutch love for straightforward, cheeky design. The visual identity focused on simplicity with personality, allowing it to stand out in-store while easily adapting to advertising, packaging, and campaign rollouts.
The design system was crafted to be visually unified yet modular enough to work across various product types, brand activations, and communication channels.
Outcome
The brand launch successfully consolidated multiple private labels under one distinctive identity, strengthening both recognition and efficiency. The concept was exceptionally well received and ultimately earned an Effie Award, recognising its strategic and commercial impact.