Client

Delhaize

THE BUTCHER’S SMILE

Services

PACKAGING

Challenge

To build segmentation and the communication of different price positioning and to reassure consumers of product freshness for Belgium’s leading retailer, through design and the development of category solutions.

Brand vision

To reassure consumers of product freshness and to influence their perceptions of pre-packaged cheese and charcuterie products via visual communications, positioning and product differentiation. Bringing visual cues that would allow consumers to understand quality and price positioning and help them choose the product offer right for their needs.

Design solution

Through the development of three distinctive product packaging architectures and graphic cues, – the Vichy look and the queuing ticket of the value range, the branded wood effect in the traditional range with its handwriting on slate effect for the salami range – we were able to create differentiation and dramatically communicate in a visual way, the different price positioning in this category, whilst reassuring consumers of continuing product freshness.

 
DelhaizeCharcuTicketRange_RGB
DelhaizeCharcuTicket_RGB

 
DelhaizeSaucissonRange_RGB
DelhaizeSaucisson_RGB

 
DelhaizeOudendijk_RGB
DelhaizeOudendijkWood_RGB

Delhaize - Pate Pastete