New look for REWE to go

22.10.2025

REWE to go presents a strong brand presence in the convenience segment.

Neues Verpackungsdesign für die REWE to go Smoothies von HAJOK Design.

Brand in Focus

REWE to go is one of the best-known convenience brands in German food retail. With a focus on freshness, quality and trend awareness, REWE has been setting new standards since 2016. To further raise the brand's profile and strengthen its leading market position, the brand's visual identity has now been comprehensively redesigned. The Hamburg-based agency HAJOK Design, a long-standing creative partner for Rewe is responsible for the design.

Neues Verpackungsdesign für Produkte von REWE to go von HAJOK Design.

Clear Identity

REWE to go products in the new design have been steadily replacing the old packaging since 2024. This communicates the brand values of REWE to go even more strongly. A clear structure, modern colour scheme and a modular packaging design system help the consumer navigate through the range while creating a unique on-shelf presence. The centrally placed logo serves as a guarantee of quality. Individual benefit icons and eye-catching on-pack food presentation underscore the brand's lifestyle character.

Nora Böhm

Senior Product Manager at REWE Group

“With the relaunch, REWE to go is taking the next important step in the convenience segment, while also sending a clear signal to entry-level retail concepts. The modern, contemporary design focuses on the brand's values. Together with HAJOK Design, we have developed a strong creative concept for the relaunch – an exciting process that has really paid off for us and the brand.”

Neues Verpackungsdesign für die REWE to go Eistees von HAJOK Design.

Stefan Heydecke

Design Director at HAJOK Design

“The new visual system combines brand strength with flexibility. It makes REWE to go's values visible on-shelf, creating a consistent presence across all product categories.”

All in One

The relaunch includes over 90 items, ranging from snacks, protein-rich meals and vegan ready-meals. As a full-service agency, HAJOK Design was responsible not only for developing the design but also for the individual product implementation and final artwork creation. Photoshoots, illustrations and image editing were carried out in-house and in close collaboration with the creative team.