AH Excellent

Background
Working with supermarket chain Albert Heijn, we restyled their premium house brand Excellent. After several successful years, there was a need for a renewed link between the product range and the brand image.

Concept
We took inspiration from the world capitals and the role food plays in their diverse cultures.
The ‘Urban Deli’ concept resulted in the contrast between raw and refined which was turned into ‘mouth-watering’ food shots outside of the usual context. Stronger branding and horizontal binding completed the picture. A dreamjob for us foodlovers.