Mercator retail chain, in collaboration with our client Eurocompany99, the leading regional manufacturer and distributer of a wide range of nuts, seeds, legumes, cereals and dried exotic fruit, recently launched its own private label. As our agency collaborates with Eurocompany99 for product packaging design, they also approached us with the need for a packaging design for this new product line for Mercator. A private label is any brand that is owned by a retailer or the distributor, and is sold only in its own outlets. Private own brand labels are growing rapidly and they are challenging the leading manufacturers brands. They have become increasingly successful because of the necessary investments in branding activities, which have resulted in private brands becoming more widely accepted by consumers. We created a key concept that can be used for all packaging formats and product types. Each pack is different, and yet in some ways the same. Our aim was a brand appearance with a high recognition factor. Just as important, however, was the flexibility to be able to meet the diverse requirements and special characteristics of the regional markets. We began with identifying a color palette that was unique this field and paired it with distinctive and playful real photos of the product content. In places where competitors use the same colours, the colour of the new Mercator products is varied. The bold typeface gives the packaging a great standout factor on the shelf among an often visually busy competitive set. We positioned a Mercator logo at the top of the packaging as a sign of trust, quality and long-standing tradition.