Agency: Scandinavian Design Group
Client Director: Hanne Rognstad Østenfor
Creative leader: Mathias Disen
Lead designer: Tonje Jæger
Design: Andreas Kalleberg, Caroline Heibo, Linda Strøm, Pia Østen
Project manager: Karianne Stenby
Illustration: Bjørn Rune Lie
Font: Bjørn Rune Lie and Ellmer Stefan
Copy: Kari Tinnen
Photo: Sebastian Ludvigsen/ TINAgent
Project Type: Produced, Commercial Work
Client: Rema 1000
Location: Oslo, Norway
Packaging Contents: Baby products
Rema 1000, one of Norway’s largest supermarket chains, wanted to develop a strong series for their important target group families with children. With an ambition of making it easier for parents to make a good choice for their loved ones, the new baby range was to deliver on the most important consumer needs; good products, safe ingredients for babies and environmentally friendly – tying in with the strategy of Rema 1000, focusing on high quality, low prices and responsibility.
Rema 1000 gave SDG the task of developing a strong private brand within a very limited timeframe. Tasks included brand strategy, concept, name, visual identity and packaging design.
The competition for a share of parent’s focus and wallet is hard. The well-established actors focus on brand/credibility, PL is price driven and niche players focus on ecology, forcing parents to make more choices. The visual language of “baby&parents” products varies from mom&child focused diapers to colour strong smoothies. The price fight is hard. Rema 1000 has sold PL diapers for many years but have not yet managed to communicate value and quality.
We have chosen an emotional approach in a quite traditional category. The new brand, called Lev Vel (Live Well) distinguishes itself from the competition through the human and playful expression, introducing responsibility into the category and securing an uncertain consumer that Lev Vel is a great choice across categories ranging from smoothies to diapers.
Both the specially developed font and unique illustrations, add playfulness and humanity in an industrial category. Combining natural/realistic photos with characteristic illustrations strengthen the series and appeals to imagination. The contrast between illustrated surfaces and colored numbers and sides creates distinct color-coding and simplifies navigation. The rich visual toolbox gives the series a lot of development potential and has given Rema 1000 a competitive advantage creating a strong private brand.