DESIGN REVOLUTION

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.

Listen

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.

Understand

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.

Create

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
  • Photo-shooting
  • Image processing/composing
  • Final artwork

BIG CHANGE

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.

SHOPPING EXPERIENCE

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.

ADDING COLOUR

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.

RECOGNITION

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.

ROCKET-POWERED

The new packaging design has been individually adapted to each product category, reflecting the broad range and colourful variety of the ja! brand.

HAJOK developed the packaging design for LiveFresh juices

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Packaging agency HAJOK created the design for the Wild Snack Co

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Packaging design and name development for Likkies by Hajok

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Packaging design and final artwork for Appel by HAJOK

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Design agency HAJOK developed the packaging for Corny protein bars

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Rewe to go Trinks packaging design by HAJOK

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Design agency HAJOK developed the new packaging for Tim's pastry range

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Packaging agency HAJOK created the design for the Knorr grain dishes

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Packaging design agency HAJOK developed Ricola's Elbphilharmonie edition

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Packaging design for the cosmetics brand well by HAJOK

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Design edition for the Tempo boxes by HAJOK

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Erdal shoe creme designed by packaging agency HAJOK

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Allos' tea packaging with illustrations by HAJOK

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Design agency HAJOK developed the packaging design for Rewe Beste Wahl

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HAJOK Design created the packaging design for the active showers from Kneipp

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Packaging for Ehrmann's high protein ice cream by HAJOK

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Packaging Design for Adelholzener by HAJOK

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Design agency HAJOK developed the packaging for the Tchibo brand Pure Tea Selection

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Abstract illustrations are the core of the packaging design for Swedish Glace

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Packaging design for Tartex by HAJOK

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Branding agency HAJOK developed the name as well as the packaging for Schwartau extra Gartenfreund

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Packaging design for Naturgut sprirulina powder by HAJOK

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Packaging Design for the Rewe to go soups by HAJOK

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Packaging design for Schwartau brand Corny by HAJOK

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Packaging design for Zewa toilet paper by HAJOK

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Design agency HAJOK realized the packaging for the Ricola capsule teas

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Bahlsen ice cream packaged by HAJOK Design

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Packaging design of the insect burgers from Bold Foods

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Packaging design for the Ölz sandwich toast range by HAJOK

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Packaging design for the Kneipp shower tonics by HAJOK

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HAJOK developed the packaging design for the Schwartau extra special edition

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Branding agency HAJOK developed corporate design for Wessanen including a design manual

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Authentic brand design for the vegan ice cream Swedish Glace by HAJOK

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Design edition for Tempo handkerchiefs by HAJOK

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Allos pesto packaging by HAJOK

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Packaging design for the intact Tropic-Mix from intact

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Packaging Design for Becel Drinks by HAJOK

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Packaging design of the Knorr barbecue sauce by HAJOK

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Packaging design for Bifi Beef by HAJOK

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Design agency HAJOK creates beauty packaging for Florena

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Illustrations for the LÄTTA Whipped and Cooking Creme by HAJOK

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Packaging design for Baileys ice-cream by branding agency HAJOK

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Packaging design for MinusL yoghurt by HAJOK

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Packaging design for the Becel spreads by HAJOK

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Packaging agency HAJOK developed the design for Billy Boy condoms

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Becel packaging design developed by HAJOK Design from Hamburg

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Packaging design for Tempo minis by HAJOK

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High class packaging design for the Rausch chocolate portfolio by HAJOK

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Packaging Design für LÄTTA with yoghurt by HAJOK

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Puristic packaging design for Emmi Protein Drink by HAJOK

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Packaging agency HAJOK created the design for Bonduelles' frozen meals entwickelt

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Packaging and flask development for a perfume by HAJOK

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Design agency HAJOK has created the packaging for the Aurora flour range

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Packaging design agency HAJOK developed limited edition for Nivea Men

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Packaging Design for Trolli fruit gums by HAJOK

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