New look for REWE to go

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.

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.

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.