1/15/2024

The rise of private label brands

Established brands currently have it anything but easy. They are increasingly disappearing from supermarket shelves and being replaced by private labels. Inflation and ongoing price wars have already caused major losses for top global brands and there seems to be no end in sight. Their disappearance is increasing the importance of private labels, not least as a result of changing consumer perceptions. They were once seen as inferior alternatives to the big players. In the meantime, this image has changed. Today, private labels often offer high-quality products at fair prices - certified by good marks from Stiftung Warentest. The gap between own brands and premium brands is therefore becoming smaller and smaller.

In addition, retailers themselves are also promoting their brands much more confidently and aggressively: They look more premium than they used to, are more diverse - and are increasingly difficult to distinguish from branded products. As packaging designers, we are of course experiencing this trend at first hand


The German drugstore chain Müller is one company that has taken the bold step of paying more attention to its own brands. Müller made a powerful statement last year with the launch of two own brands: a new technology brand and a natural cosmetics brand, “ON&ON” and “echt. by Terra Naturi”, were added to the range. And Müller's facial care brand “CV (Cadea Vera)” was also given a new, higher-quality look. As an agency, we were entrusted with the task of developing designs for these brands that deliberately stand out from the conventional own-brand aesthetic in order to compete with the established brands.


A trend for the future?


Also of interest

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news / 4/7/2025

echd relaunches third Chantré product

Following the successful relaunch of the classic Chantré Weinbrand and the new product launch of Chantré Crème, echd has now also successfully revamped Chantré Cuvée Rouge, the third product in the range. With a gentle facelift and a slight modernization of all elements, the fruity spirit presents itself more elegantly than ever before. Chantré Cuvée Rouge not only rounds off the brand portfolio in terms of taste, but the three products now also fit together perfectly visually. Chantré Cuvée Rouge is distilled from 100 percent red wine and harmoniously combines the typical softness of Chantré with the full, fruity taste of selected red grapes. Soft like brandy - fruity like red wine: Chantré Rouge is the ideal spirit for aromatic long drinks and sparkling aperitif recipes.

For the relaunch of Chantré Weinbrand and the product launch of Chantré Crème, echd received the prestigious German Design Award just this year.

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German Design Award - echd - Chantré news / 2/12/2025

echd wins the German Design Award

We are absolutely thrilled! With the relaunch of Chantré Weinbrand and the launch of Chantré Crème, we were honored at this year's German Design Awards in the category Excellent Communications Design - Packaging.

Three years ago, we were entrusted with the reworking of the classic brandy while at the same time designing the new product Chantré Crème - a new product aimed primarily at a younger and predominantly female target group.

When relaunching Chantré brandy, it was important for us to retain the existing core brand values while integrating its USP - the soft taste - into the design. We achieved this with a new label form, a gentle logo optimization and a warm cream tone in the label. A total of 4,300 entries from 59 countries were submitted for this year's German Design Award.

We dedicate this award to our recently deceased colleague Noam Katz. He accompanied this project in the Print Production department for many years and, with his 100% accuracy and expertise, ensured that the realization worked out so beautifully. Thank you Noam 🩵

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