Fireball

Designing a premium own brand identity for Danish retailer.

Danish retailer Dagrofa had already proven successful with well-established own brands in both low- and mid-price segments. To cover a new high price segment, Dagrofa was looking to add another brand to its portfolio. A new brand concept, OMHU, was launched. A brand, which as the name communicates (OMHU in Danish literally translates as careful), consists only of carefully selected products to ensure a quality food experience that lingers long after the meal. Today, OMHU celebrates one year on the shelves of the premium Danish supermarket chain MENY. The assortment, now consisting of 75 products, is continuously expanding as new high quality OMHU products are being developed – and the quality-oriented consumers have found their favorites.

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