Jumbo Lekker vrij

Private Brand: Jumbo
Retailer: Jumbo supermarkten B.V
Country: Netherlands
Category: G3. Packaged Goods
Agency: Guts&Glorious


Heidi Boersma, creative director, Guts&Glorious
Vincent Limburg, creative director, Guts&Glorious
Eva hough-van Emde Boas, designer, Guts&Glorious
Jacqueline Bout, account manager, Guts&Glorious
Sophie Jansma, private label manager, Jumbo Supermarkten B.V.
Bas Bakker, Manager private label, Jumbo Supermarkten B.V.


For Jumbo we designed packaging for a range of ‘free-from’ products. It was very important that the products have great food appeal and stand out on the shelf in a positive way. We used colorful backgrounds and very tasty photography. Lekker vrij means tasteful free and is translated into feel free to make your own choices in what you eat.