Take a look Princip! a new Private Brand created for the Danish grocer Dansk Supermarked Princip! includes more than 100 food products across multiple categories with over 100 products. Design firm envision:design has been involved in the project from the beginning and has also taken part in the process of developing the concept, the quality level, the range and of course the marketing. The agency chose a simple, cool, Nordic design look, predominated by large silver spaces and light images.