Djpa packs punch for Dutch supermarket chain

Anglo-Dutch consultancy Djpa has created the packaging for Dutch supermarket Konmar’s 1300-strong own-label products range. The identity and interiors are by Dutch group Michael Peters Group BV, which is no relation to London consultancies MPL, The Identica Partnership or the former Michael Peters Group.

The move follows the consolidation of six supermarket brands into a single format under Konmar by parent company Laurus. The logo has been redesigned featuring a letter “k” inside a circle.

According to MPG creative director Andy Palmer-Smith, it was briefed to bring the values of an outdoor market to the brand to help differentiate Konmar from the market leader.

“The produce must dominate in-store,” says Palmer-Smith. “We created stand-out for the fresh food by using black backgrounds and strong communications tools, such as large, bold type and speech bubbles.”

The in-store design adds a more personal dimension to the Konmar brand and lends it a friendly, market-stall feel, he claims.

Djpa has redesigned the packaging for Konmar’s retail products portfolio, most of which will be launched in May, with the remainder rolling out in September.

Djpa director Arthur Brandenburg van den Gronden says the redesigned own-label product range aims to be in tune with the store interiors and identity.

“Black features heavily as a supporting colour to provide continuity on-shelf between different product ranges,” he says.

Konmar aims to roll out 800 supermarkets, including the conversion of existing stores. The first stores will open in May.

The decision by Konmar parent Laurus follows a survey that reveals Dutch consumers want supermarkets to offer a wider assortment of fresh produce.