Private brand wine often has a problem with credibility. The challenge was therefore to create a design that gives the feeling that it is fine wine that can compete with better-known wine brands. By the way, the wines that belong to this product range are scattered throughout the wine shelf, so Ahold Delhaize owned Dutch grocer Albert Heijn hoped to give them a recognizable appearance.
For this range, design agency Millford created story ties all of the wines together. A small bluebird, a wink to Albert Heijn blue, settles on a barely visible glass. This subdued illustration of a curious bird is always in a different position and a different position by the glass. The lifelike image and the dark background contribute to quality perception.