Shoprite Checkers USave portfolio

BrandingGraphic DesignPackaging
Brand strategy, brand architecture and repositioning of USave private label portfolio

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. U$ave is their no-frills discounter brand with 348 stores that carry their own dedicated private label range of products alongside brand leaders. The new, connected consumer demands more than just cheap prices, however. With competition hotting up for this fast-growing market segment, ID&B strategised a portfolio architecture of iconic brands to entrench customer loyalty for products they could relate to and experience an emotional connection to. The strong, extrovert personality of the mother brand, Shoprite, was leveraged to create a platform on which to build strong product brand identities that could be woven into diverse societies and cultures across Africa. Name generation, trademark creation and packaging design were also part of the requirements. Global consumer convenience principles, packaging concepts and production were researched. Retail-ready carton innovations were explored and ID&B prototyped concepts with global packaging specialists. Viva low price, new look supermarket sales!

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