Branding and full-range
Summary: We helped Mega Image, Ahold Delhaize’s supermarket chain in Romania, to launch their first ready meal brand. The Mega Apetit name fared well in preliminary consumer tests, as it reminded them of the number one convenience store in Bucharest but also hinted to great appetites deserving of great rewards. The winning packaging concept features a pair of the same cutlery, a repetition that further supported the idea of a great appetite.
Every big city moves heaven and earth to feed its citizens whenever and wherever they are. Slow-food restaurants, fast food chains, home-delivered ingredients for dinners, ready meals in supermarkets, street vendors – you name it.
Romania’s capital, Bucharest, had almost all options available. But the branded ready meal to be picked off a supermarket shelf was not yet one of them. Mega Image, Ahold Delhaize’s local supermarket chain with around 500 stores, took on changing this situation in 2016.
Our challenge was to create the umbrella brand for their ready meal range. This meant a visual system that would work across a couple dozen different products ranging from appetizers, soups, salads and main courses to sandwiches, desserts and a premium product line endorsed by famous chefs. We had to create everything, from name and positioning to the visual identity, master packs design, structural packaging solutions, and a comprehensive brand manual.
Mega Image is a much-loved supermarket chain in Bucharest. Active urbanites appreciate it for the variety and the quality of its merchandise, and lately for its locally-flavoured private labels. Therefore, we decided we could safely transfer some equity from the retailer’s brand name to that of the new ready meal brand. The Mega Apetit name fared well in preliminary consumer tests, as it reminded them of the store but also hinted to having great appetites deserving of great rewards.
The new packaging design is memorable, yet simple enough to accommodate the product image as a “hero” element. The winning concept featured a pair of the same cutlery, a repetition that further supported the idea of a great appetite.
The premium product line endorsed by chefs features the chef’s image on a dark blue background. The cutlery is removed to create a clearer image, suitable for high-quality products.
A few months after the launching of the first Mega Apetit products, but still before any communication campaign roll-out, our client reports the new brand sells well and looks great on the shelves. More products will complete the range soon and in-store communication will follow.