“The Euro Shopper brand renewal aimed at making the design more contemporary, fresh, and easy to recognize, without changing the positioning: Euro Shopper is a price fighter for basic everyday products with basic quality and low price. We created the concept with the core idea that choosing a value-for-money brand is not embarrassing but smart.
The design concept is no-nonsense, straightforward and consistent. It doesn’t try to imitate the visual appearance of either A-brands or discounters, but has a visual language of its own. The design fits in different cultural environments internationally and suits varying levels of printing techniques.”
Update 2014: Albert-Jan Pool adds the image at the bottom and this comment: “Euro Shopper disappeared from the shelves. In 2013 the Dutch supermarket chain Albert Heijn stopped selling Euro Shopper products in order to enhance the sales of their own AH Basics products. In the first year of the change from Euro Shopper to AH Basic, the strategy turned not to be as successful as planned …”