Delhaize is a Belgian supermarket chain known for its qualitative products and innovations under their own private brands. DesignRepublic does branding & packaging design for Delhaize since 2009. We were briefed to redesign the Delhaize private label pasta range to make it a major actor of the category again.
In this briefing the target group was described as everyone who enjoys pasta and who looks for accessible, tasty and qualitative products. The target group is not specially attached to one brand and trusts Delhaize as a good alternative for qualitative products. Furthermore the shelf impact and packaging architecture needed to be strong, while at the same time the packaging needed to be simple and attractive.