News//Budgets
Nature’s miracle. DEMNER, MERLICEK & BERGMANN create ‘Miraculees’ - a new house brand for REWE International AG
Whether small or large, colorful or crooked: Starting now, BILLA, MERKUR and ADEG sell fruits and vegetables that don’t necessarily correspond with the common opinion of optical standards, but leave absolutely nothing to be desired taste-wise. Themed ‘using instead of wasting’, REWE International AG wants to fight against the widespread throwaway society.
So, while nature was busy creating the colors and shapes of the products, the creative department of DEMNER, MERLICEK & BERGMANN provided a suitable appearance: The unusual fruits and veggies were named ‘Miraculees’ (derived from word miraculous) and a playful logo was created that skillfully displays the specific characteristics and the diverse product range of this new line.
Furthermore, the brand receives broader recognition thanks to print ads and POS materials with colorful illustrations. For the manager of store brands at REWE International AG, Martina Hörmer, the launch of ‘Miraculees’ is quite the reason to celebrate. ‘We have taken a new path with Miraculees and this path is underlined by the state-of-the-art design of the brand. It surely is a way that leads into the future and I am positive that our customers will want to walk this path together to take a stand against the throwaway society’, explains Hörmer.