The partnership between Albert Heijn and Brand Potential (formerly Millford) spans nearly forty years. This long-standing collaboration has fostered a deep familiarity with the brand, allowing us to work together as partners in establishing a strong brand identity. Over the years, private labels have evolved from being merely cheaper alternatives to A-brands to becoming market leaders themselves. The design of private label packaging has become a crucial element in the marketing mix, serving as the face of the largest supermarket chain in the Netherlands, both on the shelves and in people's homes. We take great pride in shaping this identity daily, whether through brand strategy or packaging design.
Creating for an FMCG brand like Albert Heijn, which boasts around 800 stores in the Netherlands and abroad, demands a unique approach. Our Ahold team is structured to respond swiftly and stay abreast of current market trends. The pace is fast, and the quality must consistently meet our high standards. This requires top-level creativity and skill to work with such a prestigious client. Thanks to our blend of talent, strategic insight, quality, and speed, our role extends beyond packaging design. At Albert Heijn, we are integral to developing new private labels, shaping their brand strategy, and setting the tone for the market and shopping environment using approximately 20,000 private label products as our canvas.
Albert Heijn enlisted us to help create a new brand within their range to drive the protein transition and meet specific market needs. We needed to define the positioning, range name, and appearance. The challenge was to create a brand that felt responsible yet approachable and optimistic. The AH Terra range includes several hundred plant-based products that customers can easily recognize on the shelf, providing a convenient alternative to animal products. The name “Terra,” along with the color green, evokes a sense of contributing to a better world. Colorful illustrations highlight the diversity and deliciousness of plant-based ingredients.
Products high in protein have been in high demand recently. Albert Heijn decided to give their protein-rich products a distinct look that resonates with the target group and their usage moments. We developed a sporty-inspired design where the letter “P” for protein takes center stage, combined with a powerful dark blue background. This color scheme, used in other Albert Heijn ranges, makes high-protein products stand out. This range effectively captures attention on the shelf, presents a cohesive display, and is easily recognizable.
The Delicata brand has provided delicious chocolate moments since 1926. However, its packaging hasn’t always reflected its proud heritage. At one point, the brand almost disappeared from its packaging until Albert Heijn realized that Delicata could compete with the A-brands on the shelves. With its long history and high quality, Delicata has remained in the minds of Dutch people. Our task was to revitalize Delicata as a strong private label, endorsed by Albert Heijn. We focused on strengthening the brand and reintroducing fun and enjoyment, while also enhancing the differentiation between various product lines.
Retailers need to be timely and relevant, making seasons an excellent opportunity to capture attention in a surprising way. This can include national holidays, cultural or sports events, or simply the changing seasons. Such initiatives require detailed planning, sometimes more than a year in advance. We constantly look ahead to discover new trends that can inspire our clients to create relevant products, services, and designs. Whether it’s styling and design concepts for Christmas or Easter, limited-edition shoppers or fanwear, or beautiful prints for table decorations or party items, we embrace these opportunities wholeheartedly.