Rewe Group Germany’s iconic private brand ja! has undergone a transformation with agency Hajok Design giving more than 800 items in the brand a cheerful and high-quality redesign.

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 at discounters. The aim of the original package design was to “reduce to the max”, giving the entry-level brand a minimalist, uniform design language. 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 consumers 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 the first major relaunch in 2014, the partnership has proven that a price-conscious approach and a positive shopping experience do not have to be a contradiction. During the first relaunch, the previous minimalist design was given more emotion – food photography and illustrations visually reflected the quality of the products. The logo and the product names were placed on a white-label, more color came into play, and ja! presented itself as a contemporary yet straightforward, everyday brand. In 2019, Rewe commissioned a redesign of the ja! brand, embedding it into the era of brand experience.

The result: the brand has truly undergone a design revolution! The new design language reduces 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 colorful, life-affirming way. The clear design architecture helps consumers navigate product categories, proving that good quality and contemporary design need not break the bank!