■For 20 years, Delhaize has been a trusted partner of Belgian shoppers’ lives. Delhaize asked us to rethink its private label brand and packaging architecture for two ranges, with the ambition to stay strong, relevant and instantly recognisable.

Shoppers want quality and affordability without having to process shelves overloaded with information. The L.E.S.S. Method — Liberate the lion, Exciting, Sobriety and Sustainability — became the foundation for the new packaging structure of the brand.

The result is a clear, confident system with strong visual codes that simplifies everyday shopping and reinforces Delhaize’s leadership on shelf.