First Price is a price-fighter Private Label. The design of the series was no longer up to date with time nor with the quality of the products. And Bessermachen won the task of updating and modernizing the old brand. First Price is sold through Dagrofa and NorgesGruppen in Denmark and Norway, available in Meny, Spar, Min Købmand and the Kiwi-chains.
Brief:
The brief was to redesign First Price to match current trends and the improved quality of the products, with a design system made to accommodate both food and nonfood and work across categories. Due to the low price point of the brand, an essential part of the task was to ensure the design could be handled and executed easily and affordably.
Solution:
The result is an entirely new take on the old brand, coming to life in the shape of a striking and distinctive logo in the old red color on a white label. The label solution also made it possible to work on a range of different backgrounds without losing recognition. The essence of the new design is to show quality through a playful simple approach in the style of photography. The white background color from earlier has been replaced with different colours that match the individual product. All in all a much more approachable solution that gives the impression of ‘more, for less’.