Hard discount grocer Lidl has been introducing a series of new private brands to their stores in Greece including the latest Vegetera. The brand designed by mousegraphics is focused on frozen vegetables and convey a sense of affordable quality in a great design. This is not down and dirty cheap and embarrassing private label design. The design conveys a simple clear message of closeness to nature and its processes. The logo is a transcription of the name Vegeterra with the image of cultivated farmland. The appetizing crops of these lands are offered in a grocer’s paper bag.
This is evidence that deep discount grocers and products do not have to be embarrassing and that cheap does not have to be ugly.