Taking a private label to the next level: the largest Dutch supermarket is making waves in one category after another

New Albert Heijn private label wins award

Why would you have the country’s best packaging design agencies pitch against each other when they can combine their creativity? Albert Heijn, the leading Dutch supermarket, asked us to forge a coalition of agencies to collaboratively develop a visionary, fresh, overarching brand book and design philosophy for their private label.

Over the course of three months, we worked together with four creative agencies and a team from Albert Heijn, co-creating a face-lift for the private label that would maintain the recognisability and ‘quality at an affordable price’ feel that is characteristic for the Albert Heijn category. The most promising design concepts were presented to several experts in a validation session. The result: a ‘speech bubble’ design element as a red thread running through all designs introducing products in the private label range.   

The participating agencies have since brought this ‘book’ to life with a series of category-changing, award-winning designs, one being dBOD that won first prize in the NL Packaging Awards for the Albert Heijn Candy Line in March 2016.

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Martijn Pater