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Packaging > 13.3 Health & Beauty Packaging


by Scandinavian Design Group

REMA 1000 wanted to develop a strong concept for their important target group: families with children. With an ambition of making it easier for parents to make a good choice for their loved ones, the new line of baby products was to deliver on the most important consumer needs; good products, safe ingredients for babies and environmentally friendly – tying in with the strategy of Rema 1000, focusing on high quality, low prices and responsibility.
Rema 1000 gave SDG the task of developing a strong private brand within a very limited timeframe. Tasks included brand strategy, concept, name, visual identity and packaging design. 
The competition for a share of parent’s focus and wallet is hard. The well-established actors focus on credibility, PL is price driven and niche players focus on ecology, forcing parents to make more choices. The visual language of baby products varies from mom&child focused diapers to color strong smoothies. The price fight is hard. Rema 1000 has sold PL diapers for many years but have not yet managed to communicate value and quality.
We have chosen an emotional approach in a quite traditional category. The new brand, called Lev Vel (Live Well) distinguishes itself from the competition through the human and playful expression, introducing responsibility into the category and securing an uncertain consumer that Lev Vel is a great choice across categories ranging from smoothies to diapers.
Both the specially developed font and unique illustrations, add playfulness and humanity in an industrial category. Combining natural photos with characteristic illustrations strengthen the series and appeals to imagination. The contrast between illustrated surfaces and colored numbers and sides creates distinct color-coding and simplifies navigation. The rich visual toolbox gives the series a lot of development potential and has given Rema 1000 a competitive advantage creating a strong private brand.

  • Creative Directors Mathias Disen
  • Art Directors
  • Designers Tonje Jæger, Andreas Kalleberg, Caroline Heibo, Linda Strøm, Pia Øste
  • Illustrators Bjørn Rune Lie
  • Photographers Sebastian Ludvigsen/Tinagent
  • Editors
  • Copywriters Kari Tinnen
  • Font Developer Ellmer Stefan
  • Client Director Hanne Rognstad Østenfor
  • Project manager Karianne Stenby
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