DELHAIZE End Of Year – Brand Architecture

DELHAIZE Retail – Brand Architecture

The Belgian Delhaize supermarkets, part of the Ahold Delhaize Group, have been calling on us for branding advice for many many years. We take care of the branding of many of their quality brand ranges. One of their annually recurring range is the End Of Year range which is sold during the festive season.

This brand architecture was already developed several years ago, and each year Delhaize supermarkets is re-introducing this popular range and adding quite a few references. What great proof that this brand architecture meets all the requirements of good branding: it is timeless, consistent, flexible and easy to understand.

It is timeless as this architecture is already developed a couple of years ago, and new references are added each year. The architecture stays relevant, festive and attractive. It is consistent as this architecture is developed so that it is used over the whole EOY range over and over again. It is flexible as this architecture is easy to implement over all sorts of products, from sweet to savory. This architecture is easy to understand: immediately you are brought into the festive mood of the season.

For this EOY range, we created the brand strategy for the whole range, we did the styling and art direction of the photography for each reference and we did the execution of the packaging design.