Boni Rebrand for youth (Colruyt)

We were given a (fictional) brief from LUCA School of Arts to rebrand Boni, the private label of Colruyt Group. But young people don’t really need a Boni rebrand. Most of them are still living at home and rarely do their own grocery shopping. Students living in dorms, on the other hand, do. However, they’re not buying laundry detergent blocks or other irrelevant products. That’s why, together with Alec Antoine and Jens Jaecques, I’m introducing Boni Student: a new selection within the Boni range, specifically designed for student living. We curated 100 products from the Boni assortment that are most relevant to them. We fully ignored the original briefing and chose to focus on what we believed the brand actually needed most. In our final presentation, they were extremely happy with the result and it opened their eyes to a different direction for the brand. We posted our project on LinkedIn and it went viral with 15.000 impressions, sparking a lot of excitement. Many people assumed it was a real upcoming launch, and were disappointed to later discover it was fictional, which we clarified in the description. Boni knows exactly what you need as a student. It’s your best mate. It’s more than a private label, it’s a home label. And now, also a student label.