W&R talks shop with Spanish chain

Wren & Rowe will unveil the first evidence of its roster relationship with Spanish supermarket chain Caprabo next month, one of 40 projects it expects from the retailer this year.

Wren & Rowe will unveil the first evidence of its roster relationship with Spanish supermarket chain Caprabo next month, one of 40 projects it expects from the retailer this year.

The group has designed an own-brand spirits range ‘from scratch’, says managing director Paul Foulkes-Arrellano. It is now working on extending the concept into wines and beers. To date, Wren & Rowe has been briefed on eight projects, with work on food and drink ranges as well as toiletries in the offing.

The consultancy approached Caprabo, currently the second largest food retailer in Spain and the market leader in the Catalan region, in June last year. It was appointed ‘immediately’, says Foulkes-Arrellano, on the strength of its projects for Safeway, Direct Wines and experience of the Spanish market. It is now the only UK group on Caprabo’s four-strong design roster.

Caprabo has an Asda-style positioning in the Spanish market, says Foulkes-Arrellano. The French retailer Carrefour is the biggest player at present but Caprabo has ambitions to challenge its leadership status within the next 12 months, he adds. Earlier this year, Caprabo opened its 500th store in Spain.

Foulkes-Arrellano says the spirits range has been created with a ‘branded look’, not a typical own-brand styling. Creative director Michael Rowe oversaw the design. Packs include both Spanish and Catalan language versions.

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