Germany's iconic own brand has truly undergone a revolution with HAJOK Design giving more than 800 items in the ja! portfolio a cheerful and high-quality look.
The club of iconic brands is made up of brands whose design language is unmistakable. When you think of ja! you immediately see the dark blue lettering and above all - a lot of white. In 1982 the Rewe private label became ja!. It was launched with the aim of offering good quality at a reasonable price, attracting customers who shop as discounters. The aim of the packaging design was "reduce to the max", giving the entry-level segment a minimalist, uniform design code. This strategy conquered the supermarket shelves and ja! established itself as the most successful and best-known private label in Germany. This iconic own brand has been carefully developed over the past few decades. But the everyday lives of the target group have changed dramatically and it was time to convey today's consumer needs with the design.
ja! and HAJOK have now enjoyed a successful partnership for the last 7 years. Since our first major relaunch in 2014, we have proven that a price-conscious approach and a positive shopping experience do not have to be a contradiction. During the first relaunch, the previous rational design was given more emotion – food shots and illustrations visually reflected the good quality of the products. The logo and the product names were placed on a white label, more colour came into play and ja! presented itself as a contemporary yet straightforward, everyday brand. In 2019, HAJOK was commissioned to redesign the ja! brand, embedding it into the era of brand experience.
The result: the German iconic own brand has truly undergone a design revolution! We reduced the typical and unmistakable entry-level on-pack white to just the logo. This freed up much more space, providing an emotional stage for unlimited variety and creativity. Individual designs open up worlds of experience in a colourful, life-affirming way. The clear design architecture helps consumers navigate product categories, proving that good quality and contemporary design need not break the bank!
Facts & Figures
- Relaunch of the complete ja! portfolio
- Number of SKUs: more than 800 products
- Competition & design analysis
- Strategy & concept development
- Packaging design
- In-house illustrations
- Image processing/composing
- Final artwork
The once rational design was revolutionised in the first relaunch in 2014. In 2020 HAJOK ushered the iconic brand into the age of brand experience, giving ja! a future-proof makeover.
The relaunch shows just how much consumer needs have changed in the last few decades – there is great demand and desire for a shopping experience in the lower price segment, too.
The white “ja!" was firmly established as a visual cue for entry-level products. In the course of the last two relaunches, the high proportion of on-pack white has given way to an optimistic, approachable and colourful packaging design.
A white slip of paper serves as a space for branding – this is the only visual element that remains of the original all-white design. The new look is proof that entry-level pricing and quality are no barrier to an appealing packaging design.
The new packaging design has been individually adapted to each product category, reflecting the broad range and colourful variety of the ja! brand.