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FMCG brand strategy case study

Research and audit

Aisle and shopper analysis

Brand architecture

Brand portfolio strategy

Design strategy for 55 new brands (750 SKUs)

Brand identity and packaging design for 55 brands

Service design

Creative Direction

Shoprite has over 3,000 stores, 152,000 employees, and serves 21.5 million customers every week in Africa. Major global retailers have entered this market, increasing competition. To address this, I partnered with the Group to transform their private-label approach, embed a new branding and packaging quality process and develop unique brands and improved packaging design.


We undertook a research and audit phase, giving us the data we needed to map and migrate the brand architecture across retail categories. My team created 55 new Non-Foods brands and with individual identities and took approximately 750 stock-keeping units to print, managing production quality at each point.

We also redesigned packaging to withstand transport across long distances and rugged terrain. All products were intended for distribution across 15 countries for five of the group's retail store brands.


A benchmark project that we took internally to embed the new quality standards within the internal processes of packaging management teams. I undertook research, mapping, design and implementation of new internal processes managing brand development and packaging design. In addition, Taking this into the external stakeholder groups, we designed the new process for print and manufacture quality management systems for the global packaging production supply partners.

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