Playful Private Brand Nappies From Spain

eroski_3Take a look at this the clean playful Private Brand design from Spanish supermarket Eroski. The designs were created by the Madrid based agency Super Studio.  According to the agency:

The challenge was to completely break the image that consumers have of diapers. We strive for distinctive image, to break stereotypes of this classic product. We have introduced a proper color, which creates a new feel for the range. We used elephants, giraffes, ducks, cow and hippos to highlight the more playful side. Each stage corresponds to an animal that is also a cutout.

The result is a line of communication that is simple, straightforward and fun. The consumer has easy access to the information they need and an easy coding system makes it easy to buy at first glance.

For the nappy pants we knew we had to break completely with the lines of the diaper stages. We put to focus on children. We wanted to convey that they are grown and make them feel good about being a big kid.

We started by radically differentiating the color from the diapers. This time we also focus on using stripes, patchwork circles to convey that spirit of cheerful children. The images of children with fun, cheerful and full of personality.

For those unfamiliar with Eroski they operate nearly 1,000 stores throughout Spain. The retailer is operated as a worker-consumer hybrid co-operative within the Mondragón Corporation group. The stores vary in size from the largest hypermarkets, simply named Eroski, down to smaller Eroski Center stores. There are also 219 Eroski City stores and 234 Eroski Viajes travel agent centers.


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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.