Branding
Packaging
Delhaize
L.E.S.S. Method
Reimagining Delhaize Private Labels
For 20 years, Delhaize has been a trusted part of Belgian shoppers’ lives. When the brand needed a new private label identity and packaging architecture for its two ranges, the goal was clear: create a distinctive visual system that reflects Delhaize’s values of clarity, strength, and rejuvenation, while helping shoppers navigate the aisles with confidence.
We recognised that consumers are overloaded with information at the supermarket. They want products that balance quality and affordability while being instantly recognizable. To meet this, we developed the L.E.S.S. Method — Liberate the Lion, Exciting, Sobriety, Sustainability — a framework to guide the redesign of the two private label ranges. This approach ensured every pack communicated both quality and accessibility, while making shopping simpler and more intuitive.
The result was a comprehensive rebranding of 3,000 products across multiple categories, with SKUs growing from 270 in 2023 to 880 by July 2025. The redesign emphasized affordable yet qualitative products and reinforced a distinctive customer experience through clear visual codes for the two private label ranges. The work was recognized with a Bronze Pentawards 2025 for Private Label – Food, highlighting Delhaize’s leadership in creating a strong, modern, and recognizable brand presence.
