OPPORTUNITY
Compliments had the scale and shopper trust most private brands spend years chasing. But as the portfolio grew, so did the number of sub-brands riding underneath of it – each one making its own decisions about color, tone, and layout. Mapped on a shelf, the portfolio wasn’t reading as one brand. It read as a collection that shared a name.
The Compliments promise was always simple: quality product at a fair price, made for everyone. The problem was that the packaging had stopped saying that so clearly. The packaging fragmentation was quietly working against the very equity Compliments had spent years building.
INSIGHTS
The Compliments value proposition is simple: we’re here to bring quality product at fair prices. That’s it. Fantastic food and household products should be available to everyone.
As the portfolio expanded, many sub-brands had been introduced, leading to fragmentation and an inconsistent brand experience. By uniting the entire portfolio under a simpler, more cohesive brand design, we clarify our promise to consumers, elevate brand equity and increase loyalty.
SOLUTION
The brand was repositioned, restructured and redesigned from the ground up, resulting in a proud store brand with a strong visual identity and design system that was both consistent and adaptable to encompass the entire brand portfolio.
A simple, iconic layout and lively colour palette celebrates the brand in a heroic way that is easy to navigate. Photography, illustration and copy were developed to allow for a wide variety of stories and product attributes to be expressed on pack and make inclusivity the heart of the Compliments story.
RESULTS
Research demonstrates growth ranging from 5-10% across a wide variety of consumer KPIs, including greater purchase intent, quality perception, ability to compete favourably with other brands, perception of Compliments as a leader, and perceived innovation. And this has translated to sales, with Private Brand penetration growing markedly since the new Compliments design hit shelves.
The takeaway: a fragmented portfolio isn’t a design problem – it’s a growth ceiling.
Our work with Compliments proved that systematically aligning the architecture doesn’t just clean up the shelf; it moves the business. If your own portfolio is starting to feel more like a collection than a brand, we should chat!