In 2018, the Danish high-end supermarket chain Irma implemented their new strategy; “The Urban Irma,” and as a result, IDna Group have updated their visual identity and private brand package design to reflect the retailers new positioning. Being the second oldest Supermarket chain in the world, the team faced the task of renewing a beloved brand while respecting its heritage and visual legacy. The challenge created an ongoing tension between tradition and renewal.

The redesign of Irma’s private brand ‘Irmas’ needed to both support the new retail positioning and make it easier to shop. The team solved this by creating a colorful expression of “flavor” in bold compositions expressing the artistic DNA of Irma.

The team created a series of new icons helping the shopper navigate the growing range of products, including gluten-free, vegan, lactose-free, etc. The icons are designed in the same style as the “Irma girl” to tie into the retail brand identity.

Previous articleNew Seafood Traceability Standards Launched
Next articlePb Careers: Autozone – Sr. Marketing Manager – Brand and Private Label
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.