PENNY Price Packs
PENNY, 2024
The ultimate commitment to price stability.
Shoppers are struggling with grocery inflation. New retail strategies like dynamic pricing, where prices fluctuate based on demand or supply factors, make it even more difficult for shoppers. How can German discounter PENNY demonstrate their commitment to low and stable prices?
PENNY Price Packs is the first brand that’s all about the price. Because the packaging design focuses entirely on it. Since the usual packaging production requires several months, this is an irrevocable commitment to price stability.
Design
Starting with the most popular and already most price-stable items, the color codes for the products are based on the main competitors packaging colors and category conventions. PENNY’s “yellow dot”, as well as the widely known PENNY Akko font, act as core elements of the brand ensuring consumers recognize the products.
Packaging Production
Packaging production follows an elaborate process that requires several months and involves various partners. By printing the price directly on the packaging, the brand proves that the value of these products will not change soon.
OOH
All relevant information is contained in the product, which is designed for maximum brand recognition. OOH advertising doesn’t require an additional logo or headline, making it as striking as the products.
CGI
A 3D scan of the products was elaborated via a Revopoint tool. In collaboration with renowned digital artist Fabio Ziplies, the products were ready to visualize on social media.
In-store
Since PENNY controls the point of sale, Price Packs are placed directly next to competitors’ products. Helping consumers identify the best deals in each category.
BTS
Here’s a behind-the-scenes look into our production process.
Credits:
Serviceplan Innovation, Serviceplan Neo, We Make Them Wonder, Fabio Ziplies, Supreme Music, elbedesigncrew, BRANSCH Europe, PION3ERS
