As the Danish supermarket chain Rema 1000 needed a redesign of their private label brand, I developed this proposal. Rema 1000 is a supermarket with focus on quality, local production of products, social responsibility, our planet, and our environment. Even though the supermarket chain is considered a discount store, their values go a little beyond being as cheap as possible. Therefore, the design aims to reflect this and move the label away from the discount aesthetics and more towards the aesthetics of a midrange consumer brand.