Plus Redefines Private Brand Strategy

The Netherlands based supermarket PLUS has selected the branding agency Anthem Worldwide to create the positioning, design strategy and brand architecture for its Private Brand portfolio. The objectives are to create a look and feel for PLUS’s products that reflects the retailer’s brand values and delivers a brand in its own right for PLUS which does not imitate national brands.

Cécile van den Heuvel, Brand Manager at PLUS, comments, “We appointed Anthem as they demonstrated a very deep understanding of our brand and provided us with a clear roadmap outlining how we could achieve our objectives. We love their design concept of ‘Everyday simplicity’ which totally reflects the positioning they have created for us as ‘the most attentive private label’. At PLUS we pay attention to the daily lives of our customers, try to help them to simplify and add value to their complex and busy daily lives.”

Arthur Brandenburg van den Gronden, Director, Client Services and Business Development Europe at Anthem Worldwide, adds, “To create a design strategy that will define a clear position for PLUS as a major private brand and implement this across more than 3000 of products makes this is a huge and exciting project to be working on. We believe that the distinct look and feel we have created is bold, attractive and will create real standout on shelf.”

The overarching design concept has been used to create one face and one voice which will be applied across all PLUS private brand propositions and products, using consistent branding that is: simple, clear and free of unnecessary detail; friendly and homely with imagery and colors that are sympathetic and warm; distinctive and desirable, with elements of surprise used on packaging to create a look that differentiates PLUS both from the major brands and also the traditional ‘me-too’ style of retailer private brands.

The new strategic design created by Anthem NL will be implemented across the entire Plus portfolio:

  • PLUS Vers—all fresh products
  • PLUS Huismerk—basic packed core range

Bold photography will be a major feature of PLUS product packaging where image is everything.  Depending on which brand proposition it is being used for it will need to be a combination of simple, inviting, realistic, clean, modern, simple, natural and/or fresh.

The first of the new PLUS product packaging will be the fresh assortment; this will hit the shelves of the 270 PLUS supermarkets across the Netherlands this week and will be rolled out in 2011. The Plus Huismerk packed core range will be rolled out in 2012.



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Christopher Durham

Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan).

Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s.
Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago.

Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.