Monoprix Food To Go’

Monoprix, a major city center retailer in France and pioneer in upscale to-go food, has teamed up with design agency Brandimage to launch its new Food To Go private brand line for busy urbanites on the go.

Healthy Snacking: Good Food Every Day
The challenge: offering fresh, high-quality, healthy, affordable and practical products that are as appealing as they are tasty, all day long.

Staying ahead of the trends to meet the everyday needs of urbanites and travelers.

Freshness and Transparency: Time to Get Real
A graphic design was created that highlights appealing and ultra-fresh products. The line gets real through transparent packaging that focuses on the product selection, quality ingredients, and simple recipes.

High-quality design promotes Monoprix’s commitments:

“Prepared by hand” on all sandwiches and salads

Fruits picked at their peak” on all fruit salads

Trendy Elegance: Sleek and Simple 
The graphic identity is a trilogy of sorts, comprised of fonts that reflect a modern elegance, the brand’s iconic apostrophe placed at the center to introduce the selected products and a simple and effective color code in black and white. Monoprix’s identity comes through effectively yet simply in a chic and trendy way.

Sleek and trendy packaging to showcase quality and freshness.
A single tone runs through the entire ultra-minimalist, simple, direct and affordable line that includes fresh sandwiches, salads, fresh-squeezed juices, desserts and entrées to go.

“LE”, “LA”, “LES”: A small article sets itself apart
Small words can make a big impression, and Monoprix is taking advantage of that fact to set itself apart in the world of urban convenience stores.

The articles “LE”, “LA” and “LES” (“the” in French) in “LE CLUB,” “LA SALADE,” “LES FRUITS” or “LES DESSERTS” tells consumers both boldly and clearly what they’re getting. This small word becomes the common denominator among a variety of unique products and recipe selected and prepared by Monoprix.

Fresh, quality, simple and healthy: a refreshing offer of food to go for busy urbanites that reflects what Monoprix is all about.

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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.