- What was the brief. Was it to have Penny's own-label prices to distinguish themselves from competitors?
Since we have been working with PENNY as a client, the ongoing brief has been: How can we improve the perception of PENNY as the discount store with the lowest prices in a highly competitive market?
- How did you decide on the visual elements, such as colors and typography, to ensure the prices stand out?
Over the past few years, prices have risen, making customers even more price-sensitive. Also, "price" is right in their company name—PENNY—and Germans tend to spend less on groceries compared to other Europeans. So, if price is what matters most, why not highlight it as boldly and attractively as possible? That was our thought process. Printing the price directly on the packaging resonates so well because it symbolizes stability—something that fits perfectly with PENNY's identity.
The price is, by far, the most prominent element on the products. Other components, like the PENNY logo, product description, quantity, and Nutri-Score, are still clearly visible. The one thing we intentionally left out was the product image. It was a bit of a gamble, but a calculated one—most PENNY customers know exactly where these products are placed on the shelf, right next to the name-brand items. For example, the oatmeal, crisps, and salt use similar color schemes to their pricier counterparts, making it unlikely for customers to confuse them with other items. Toast and mayonnaise are easy to recognize since their packaging is transparent.
PENNY was excited about the concept from the start, which was great, though we also understood the challenge ahead. More people across the company, beyond the marketing department, needed to be convinced. The fact that this idea has now been rolled out on such a large scale, with the packaging available in every PENNY store in Germany—over 2,000—makes us incredibly proud. It’s a real achievement, made possible by teamwork, courage, and trust.
- How the collaboration with the photographer helped to enhance the visual impact?
Once we knew this packaging was heading to stores, we wanted to support it with a campaign. Our aim was to present the products in a way that felt authentic to everyday life. That’s where Silvio Knezevic came in. His work, including travel and food reports for ZEIT Magazin and SZ-Magazin, captures this authenticity perfectly, making him the ideal choice for the campaign.
- What have been the responses among PENNY clients so far?
The feedback has been amazing. As far as we can tell from social media reactions, people truly love it.
- Are they plan to expand the concept to other products or other markets?
During the concept phase, we already tested other packages, like wine, pizza, and washing lotion. But right now, we need to wait for the sales numbers and just be grateful that this big idea has been brought to life.