Despar:
The Value of Choice
Category
Retail
Type of work
Branding
Advertising
Packaging
Despar — the Dutch multinational with a presence across Europe, Africa and Asia — had built its reputation on price. But competing on price alone is a race to the bottom. The ambition was to shift the brand toward something richer: the idea that true value comes from having real choice.
Working within the Stormbrands team, I contributed to the design and conceptual development of the brand identity, campaign assets and packaging — all built around the new platform: The Value of Choice.
The fir tree was reimagined with a bolder, more expressive character. The "three bar" asset gave the system a flexible graphic device that travels across packaging, OOH, digital and retail. A new verbal identity reinforced the richness and variety of choice at every touchpoint — making the brand feel both familiar and transformed. Warmer, more characterful, and built to compete on meaning rather than margin.
The flexible bar system creates a distinctive hierarchy that serves the 3 different levels of offering: Despar, Eurospar and Interpar; along with the use of the fig tree as an isolated memorable brand graphic cement the new positioning across European markets.
The new identity in action — campaigns and packaging designed to bring The Value of Choice to life across every shelf, screen and street.
