DENN´S BIOMARKT

DENN´S RELAUNCH DENNREE RELAUNCH

DISRUPTIVE
DESIGN
DEVELOPMENT

Before we were asked by
dennree to re-position their
brand, about 15 years ago,
»bio« was a niche market. Since
then, big players and discounters
have started to roll out own labels
and resurrected the organic
segment. Specialized organic trade
was in danger of being displaced if
it didn't radically reinvent itself.

The true beauty of the organic
movement consists of the idealistic
producers with their beliefs,
sustainable animal breeding and
high quality products.

The aim was to make this beauty visible and perceptible for the
consumers through the new positioning of denn's organic market.

After global competitors research and analysis, we
developed the positioning strategy and shifted the
brand's image from discounter to a shopping location
of high quality for the whole family.

Furthermore, we developed the new positioning of the
quality private label with more than 600 products
through all categories as a high-impact brand in retail
with a strong umbrella brand but unique category-typical
product characters.

We established the first real brand for specialist organic trade: modern and
strong, authentic and approachable, with high appetite appeal.

Denn's Biomarkt developed from small health
food chain (7 stores) to market leader through
repositioning and disruptive new corporate and
packaging design.
The new oosition & corporate design were
crucial to becoming market leader, which
dennree has been since 2011

DENNREE
PRIVATE LABEL

DENN’S-
BIOMARKT
DENN’S | RELAUNCH
DENNREE | RELAUNCH

DISRUPTIVE
DESIGN
DEVELOPMENT

Before we were asked by dennree to
reposition their brand, about
15 years ago, a»bio« was a niche
market. Since then, big players and
discounters have started to roll out own
labels and resurrected the organic
segment. Specialized organic trade was in
danger of being displaced if it didn't
radically reinvent itself.

The true beauty of the organic movement
consists of the idealistic producers with
their beliefs, sustainable animal breeding
and high quality products.

The aim was to make
this beauty visible and
perceptible for the
consumers through
the new positioning of
denn's organic market.

After global competitors research
and analysis, we developed the
positioning strategy and shifted
the brand's image from discounter to a
shopping location of high quality for the
whole family.

Furthermore, we developed the new
positioning of the quality private label
with more than 600 products through all
categories as a high-impact brand in retail
with a strong umbrella brand but unique
category-typical product characters.

We established the
first real brand for
specialist organic
trade: modern and
strong, authentic and
approachable, with
high appetite appeal.

Denn's Biomarkt developed from small
health food chain (7 stores) to market
leader through repositioning and disruptive
new corporate and packaging design.
The new position & corporate design were
crucial to becoming market leader, which
dennree has been since 2011

DENNREE
PRIVATE LABEL