Shoprite Checkers Jolly Tots

Brand identity and packaging design. 175 products

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 and Zambia. Jolly Tots is the industry leading private label brand covering baby feeding, clothing and soft products. ID&B was invited to reposition the brand through the redesign of trademark and visual language including developing a set of illustrated characters and visual tiering system to assist shoppers in identifying the products according to age group. An overhaul of packaging formats was undertaken and new packaging materials and design was undertaken to optimise shopper convenience. The project included individual packaging design and production for 175 products.

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