Storecheck Switzerland – Quality and order paired with creativity and humour

Our analytical journey around the world recently took us very close to home: We visited one of Germany’s neighbouring countries, Switzerland. We took a closer look at several stores there. In the following, we describe what we consider to be the most striking trends in Swiss supermarkets based on our impressions of a Migros store in Zurich, the country’s largest retailer.

Switzerland inside and out

Most people associate Switzerland mainly with its political neutrality, mountainous landscape, luxurious watches and, of course, delicious chocolate. But the Alpine country is characterised by much more, as we discovered during our visit. Switzerland is clean, tidy and very concerned about sustainability – not in a conventional way, however, but in an emphatically creative and humorous way. At every turn, residents and visitors have the chance to do their bit to contribute to an organised, environmentally conscious life in the country – not without a smile on their faces. The numerous recycling opportunities with signs such as “Sustainability is not just for hipsters” are motivating and the “chatting benches” invite you to relax and chat. With concepts like these, Switzerland scores a lot of sympathy points – you can’t help but like them.

By and large, the external characteristics of the country are continued in the supermarkets. The stores are as opulent as the landscape. And they combine order and a classic, traditional design with modern elements ranging from minimalist to creative. One thing runs through all segments: top quality. However, this typically Swiss characteristic does not only apply to the interior design of the shops, but also to the products on offer and their packaging. In the following paragraphs, we will go into detail about the design features that particularly caught our eye as we strolled through the Migros store in Zurich.

Drinks wrapped in varied creativity

The drinks department had some fascinating product designs in store. Worth mentioning, for example, is the special edition of mineral water from the French brand Evian in a glass bottle, which was created in collaboration with the French luxury fashion label Coperni. The astronomical-mythological elements to be admired in the small window symbolise the values of both brands and stimulate the imagination. Not to mention that they literally entice the consumer to “take a closer look” and engage with the product, almost automatically creating an emotional connection and thus a certain desire to buy.

The energy drinks in the ‘Unicorn Dreams’ range from Lohilo are also imaginatively designed. They symbolise a dream world into which the consumer can immerse themselves by looking at the packaging and enjoying the drink. They also show that the unicorn trend is still highly topical years later. These energy drinks are also special in terms of their composition: they are lifestyle drinks with collagen, which are intended as a stimulant for active people to strengthen their muscles, tissue and skin.

The limited-edition packaging from spirits manufacturer Donnafugata in cooperation with the renowned luxury fashion brand Dolce & Gabbana epitomises a blend of luxury and creativity. The two Italian companies have given the packaging an elegant and colourful patterned look.

Individualisation is becoming increasingly important all over the world, including in Switzerland. So it’s no wonder that the Migros store offers Veuve Clicquot brand spirits in its special “personalise-me” packaging – in this case, for example, with “Zürich” or “Züri” printed on it. On the Veuve Clicquot website, it is possible to order the products in a design customised to your own wishes. Both the colours and the text can be changed.

The land of chocolate

There are of course other countries where delicious chocolate is made, but let’s be honest: the creations from Switzerland stand out in an international comparison. This applies not only to the melt-in-the-mouth temptations themselves, but also to the packaging designs. They are characterised by creative concepts with surprising details. From classic elements and playful typography to spectacular illustrations, everything is included.

Sometimes the packaging is more modern, sometimes more traditional, sometimes more minimalist and unobtrusive, sometimes more artistic and striking. What characterises the entire portfolio is the first-class quality of the implementation with sophisticated layouting, elegant embossing – and, of course, incomparable taste. Incidentally, we also came across the sustainably packaged bunnies, which we recently named Packaging of the Month April.

Veganism – also trendy in Switzerland

The veganism trend is also growing continuously in Switzerland. To make it easier for consumers to find the right products, they are labelled “organic” and/or “plant-based” in addition to the price. Migros’ extensive own brand V-Love has chosen the typical green look for vegan food, but with the bright, friendly lime green colour, it has found a tone that ensures a distinctive design. The focus on the appetising food shot conveys to the consumer that taste comes first. All in all, the packaging looks young, fresh and inviting.

Note: V-Love is an excellent example of an extremely successful brand staple, which is one of the three most important points for successful packaging design.

New Roots and Planted take a different approach, but the design of these two brands remains modern and hip. We find Planted particularly interesting: with the purple colour, the brand is consciously turning away from the usual green and thus demonstrating a great deal of courage. This is also rewarded, as the products clearly stand out on the shelf from the competition.

The versatility of modern illustrations

Two brands from completely different segments show that modern illustrations are extremely versatile: the pet food brand Edgard Cooper and Migros’ own Handy brand from the WPR department. For Handy’s products, the illustrations focus on the themes of the ocean and sustainability, which is conceptually very unusual within this product group.

Refrigerated shelving between tradition and modernity

The refrigerated shelves in Swiss Migros stores are characterised by a mix of tradition and modernity. Sometimes it even gets a little playful. However, the basic impression you take away is once again one of distinct order. The design also appears extremely customer-orientated with the hanging pizzas and sauces or the lovingly designed rolls for baking, which appeal particularly to nostalgics with fond memories of their grandmother’s beautifully laid table. The clear visibility of the products is striking thanks to the predominantly transparent packaging. The cardboard packaging for the popular Galbani cheese was a bit of a surprise for us.

Snacking can also be elegant

Walking through the snacking department, we also found a sight that we would not have expected. While snack packaging in Germany and some other countries is usually modern and playful, in Switzerland it embodies an unexpected elegance. Once again, the focus here is on the highest quality – on the inside with exquisite ingredients and on the outside with a reinterpretation of traditional patterns paired with modern, minimalist features.

Pure quality for pasta, pesto, oil and pickled vegetables

Excellent quality is also the defining characteristic of pasta, pesto, oil and pickled vegetables. The products from these areas are ‘high-end’ and have a minimalist and clean look with a sophisticated touch. The contents of the transparent packaging often speak for themselves. The labels are kept modern and simple so that they do not draw attention away from the actual product. Sometimes typography is actually the only element needed to create a visual language that reaches the consumer emotionally, as some of these articles impressively illustrate.