Challenge

For a fictional school assignment, Colruyt Group challenged us to give Boni a fresher and more contemporary image, while staying true to its strong Belgian roots. With over 3,500 products across 16 categories, the challenge was to highlight the scale and diversity of the brand without losing its accessible and reliable character.

Approach

We developed a branding concept built around numbers, quantities and recognition. Each product was assigned a unique number, paired with a recognizable figure and a typeface that matched its category. This system gave structure to the vast assortment and turned quantity into a playful and distinctive strength.

The campaign translated this idea into engaging concepts such as Boni Bingo and visual compositions where numbers and products come together to tell a story. For example, combining different product numbers to form a familiar dish like spaghetti bolognese, showing how many individual products create one complete experience.

Result

The result is a bold and coherent branding concept that feels unmistakably Belgian, approachable and fun. By embracing numbers and scale as a core idea, Boni gains a clear and memorable identity that stands out as a house brand while remaining close to everyday life.

Disclaimer: This school assignment includes background images sourced from Pinterest, used solely for educational purposes. These images are displayed here as examples and are not intended for commercial use.