Before & After: Euro Shopper

"The Euro Shopper brand renewal aimed at making the design more contemporary, fresh, and easy to recognize, without changing the positioning: Euro Shopper is a price fighter for basic everyday products with basic quality and low price. We created the concept with the core idea that choosing a value-for-money brand is not embarrassing but smart.

The design concept is no-nonsense, straightforward and consistent. It doesn't try to imitate the visual appearance of either A-brands or discounters, but has a visual language of its own. The design fits in different cultural environments internationally and suits varying levels of printing techniques."

Check out the Before & After below!

Designed by SEK Design

Before:

Comments

[Joshua K.]

It looks like a Petro-Canada line of gas station consumable products.

[Rick Chalton]

"the core idea that choosing a value-for-money brand is not embarrassing"

Well, I think the redesign has taken it from a non-embarrassing design, firmly to a value-brand level. This is exactly the same style as every supermarkets cheap'n'cheerful range, which stand out like a sore thumb on the conveyor belt at the cashier. (Take a look at these UK brands: http://www.google.com/images?q=tesco+value , http://www.google.com/images?q=sainsbury's+basics , http://www.google.com/images?q=asda+smart+price )

The before design was coherent as a brand, easily identifiable, but neatly avoiding the bargain basement look.

[EM]

It's awesome. Too bad it would never happen in the U.S.

[Robert Bolduc]

The before-look was definitely MUCH better.

[Richard Baird]

From a design perspective this is a very cohesive review and implementation, the only trouble is that they stand out a lot more as below the line products. I'm sure people don't want to advertise the fact they are on a tight budget. Although the previous design work isn't great I'm much prefer it and would personally buy these products over the new ones. Its certainly a hard call, you can't make them look too good.

[JESSICA WRIGHT]

excellent work.

[Linda]

I really don't like the new AND the old design. I live in the Netherlands and for me, to buy any of these Euroshopper products is almost embarrassing because it screams "cheap"...
So I'd say the old one is better, but I think I could do it much better myself =)

[shredz]

I have to agree the old packaging was much better. The redesign looks like something that came straight out of LOST (the TV show) or a space station.

[DCL]

Feels like a near-miss. If the illustrative elements had been less cold and slick, and the red a little deeper rather than the brash firetruck shade it is, they might have got across the feel they were going for. As it is, it's very ASDA/Tesco Value style.

[notjonathon]

You know, it's an impressive and visually attractive exercise as a _design study_, but as an actual line for retail, it completely robs its products of any appeal.

[Joshua K.]

Agreed with notjonathon.

[harrie]

Forced reading before you see what you get can't be good for a product. Allthought, it looks cool.

[Marco]

It's very well done. Bold and graphic. I've been buying much more EuropShopper since the re-styling (it is more visible and expressive in the shops).

Albert Heyn now has 4 series, each recognizable coherent and self confident.

A-Brand, Excellent house brand, House brand, EuroShopper.

What happened with the previous EuroShopper is that it didn't fit with the generally well cared shopping experience of Albert Heyn. They were the dusty corners of the shelves.

[Nathalie Joan]

I think the new design works. But Euroshopper needs to make people more aware of where their brand comes from: "AMS will only source products that are safe, of a constant specified quality, and produced in accordance with EC directives and the national regulations of the member states.'" Plus, are they a sustainably produced brand? This isn't too clear form this statement from their website. I know they need to save money, but why don't they have what they are about printed somewhere. It they were sustainable, people wouldn't see it as cheap, but could it be cheap and sustainable? That is the question. As for being embarassed buying. Sure, kids don't like their friends to see their parents buy it as aggressive advertising is spawning a generation of little brand followers. But 'adults' could try to set an example. Be bright and cut costs if you can. If you can buy sustainable, then even better.