Shoprite Checkers Home & Kitchenware portfolio

BrandingGraphic DesignPackaging
Creation of 48 new brands over 16 categories

The Shoprite Group is Africa’s largest food retailer, operating over 1750 corporate and 360 franchise outlets in 15 countries in including South Africa, Angola, Botswana, DRC, Ghana, Lesotho, Madagascar, Malawi, Mauritius, Mozambique, Namibia, Nigeria, Swaziland, Zambia. Shoprite Checkers required a new brand architecture and tiering system for the a portfolio of over 470 products as well as new distinctive brands and improved packaging and merchandising. The result was to enable shoppers to easily understand the various value offerings where multiple brands existed in each category (for example, cookware category comprised 12 brands, each brand carrying complex product listings). ID&B was commissioned to partner with Shoprite Checkers on the product audits and product segmentation in order to build a framework for the next phase of strategic brand development and packaging design. ID&B was responsible for creative development of 48 new brands across 16 categories. Each project included name generation, trademark design, packaging design and structural die line design and prototyping. The new improved packaging was designed, prototyped and produced to raise the bar on quality and consumer convenience and for more effective merchandising. Unique die lines for the many ranges were developed to allow for stacking or hanging of products, enabling different format stores to make their own selection, without compromising on brand exposure. Once the brand development phase was complete, artwork for all products was set up and ID&B architected and managed a packaging print and manufacture quality management control system for the global supply chain. Homeware • Small appliances • Kitchenware • Cookware • Bakeware • Coffee makers • Thermalware • Bar accessories • Cutlery • Utensils • Knives • Cleaning • Plastics & home storage.

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