485 - New_Way_CompoNewway
RETAILER: C.I.V. Superunie B.A.
COUNTRY: Netherlands
CATEGORY: B2. Redesigned Brand
AGENCY: Yellow Dress Retail

Research has shown that Superunie’s private feminine hygiene brand, Newway, needed a revamp. The old design was considered outdated, had poor variant differentiation, and was losing market share. The new packaging and logo stand out on a shelf and communicate an equivalent national brand quality.

  • Superunie: Janneke van der Heijden, Leonie Peters, Anouk Planting
  • Illustration: Sugarworks, Willemijn de Lint
  • Yellow Dress Retail: Barbara van der Hoorn, Lisanne Snoek

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