For over 15 years, REWE’s own brand VIVESS has been a very successful non-food product line-up in its supermarkets. The concept is truly excellent: customers can avoid an extra trip to the drugstore and other speciality stores since REWE covers all day-to-day necessities in addition to food, including household goods, stationery, baking & cooking supplies and electronics. VIVESS is now launching a major new category: the varied VIVESS textile range. From women’s and men’s underwear, socks and stockings, haberdashery and home textiles to children’s and baby clothing, REWE’s own brand VIVESS covers all sorts of textile products.

For the textile launch, HAJOK Design was commissioned by REWE to develop a compelling design concept – featuring a modern, clean brand look. The branding experts revolutionized the previous VIVESS appearance and created a new, independent brand identity under the V label for a total of 600 products across 8 categories. The result: strong shelf impact and clear orientation for shoppers. A special focus was placed on the extensive photo production. HAJOK Design organized and managed the detailed photo shoots – from product cut-outs to lifestyle photography.

In keeping with the brand’s vibrant character, HAJOK Design cast naturally good-looking models who radiate happiness and appear authentic. The V in the background serves as a visual design element, presenting the product with strong contrast. The differentiation of the individual categories is ensured by the solid background colours. As a result, a very clear, modern, and aesthetic packaging design was created, which is enjoyable – both on the shelf and in everyday life!