Popular classics

Contemporary design for the established ja! brand from Rewe with a portfolio of over 800 products. More appetite appeal, a bolder use of colours and more self-confidence.


Today, consumers also have high expectations of introductory price ranges. For this reason, the design of the ja! brand with over 800 SKUs should be given a refreshingly modern make-over to present these good quality products in-store in an appealing way.


ja! needed to adopt a more quality feel without undermining the fundamental character of the brand. Our aim was to communicate the affordability of the brand in a visually high quality way. Above all, from a HAJOK perspective, the new design should be both friendly and appealing.


We have given the characteristic white private-label look a new depth: with a dynamic brand and category design language in mind, we worked with a more relaxed visual style, which presents the products with an authentic, younger look that truly expresses what they are – good quality and a price point everyone can afford. The range in product-related, coded colours and typefaces full of character are fun and clearly show that saving money doesn’t have to be boring.

Facts & Figures

  • Relaunch of the whole ja! portfolio
  • Number of SKUs: more than 800 products
  • Competition analysis
  • Design analysis
  • Strategy & concept development
  • Design development
  • In-house illustration
  • Photo shooting
  • Image processing / composing / retouching
  • Final artwork
  • Design manual

At a glance

The combination of the logo and product description have been so well optimised that now all the important information can be identified immediately. This creates more creative freedom for product presentation. The normally not really attractive EAN codes have been specially designed for some of the products.

Great variety

Dependably delivering designs for comprehensive product ranges is one of our strengths. We work with three perfectly intermeshing teams: design development, realisation and artwork. An efficient process that reworked all ja! SKUs and optimised the individual product lines. From frozen ready meals, pet food right up to cleaning products.

The new head-turners

Despite ja!’s typical amount of white on pack, the products must have appetite appeal, be close to everyday life and uncomplicated. A large number of formats and features had to be dealt with successfully with such a diverse product range. In order to guarantee maximum flexibility while retaining the ja! look, we predefined three different perspectives. Depending on the product, each item was photographed either from the front, at an angle from above or completely from above.

Child’s play

Our in-house illustrations, lovingly created for the children’s product line-up are a lot of fun – and eye-catching for customers, both young and old!

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