Developing and implementing a private label that is priced below the discount level is a real challenge. After all, this is one of the most competitive segments in retail. But we love challenges!
We simply left out everything.
Except yellow!
Well, of course we had to put what's inside on it.
Oh yes, and this is the totally satisfied customer.
CHEAP BUT NOT EMBARRASSING!
Our customer real,- commissioned us to develop and implement a private label that undercuts Aldi and Lidl in terms of price. And this in parallel to the successful own brands ‘TiP’ and ‘real Quality’. Challenge accepted!
Cheap shopping is a real German hobbyhorse. What's more, a growing number of people simply have little money in their wallets. They are therefore increasingly reliant on cheap brands. However, they are often embarrassed to be seen wearing such brands. This is a user problem that we have addressed and solved for real,- with the ‘brand without a name’. After all, cheap doesn't necessarily have to be the little sister of ugly.
Normally, we start by thinking about what we need for a new brand. Here we have simply thought about what we don't need:
We don't need great product images.
No unusual shapes. No colourful distractors.
We don't need any bells and whistles.
We don't even need a brand name.
We just need a clear signal: yellow!
