RECENT NEWS
Matas in new stripes
19.01.12
More information
For further information please contact Head of Brand Strategy Svante Lindeburg /Matas (founded in 1949) is with its 296 shops the largest and most renowned chemist retail chain in Denmark. There is a Matas in almost every small city of Denmark, and the retail chain is so apparent that it has become a part of Danish heritage.
Now Kontrapunkt has redesigned the well-known Danish brand’s most famous trademark “The Matas stripes” to fit into a modern and contemporary context. Besides re-designing the iconic stripes of Matas’ product line of vitamins and minerals, Kontrapunkt has updated Matas’ typeface, colours and general packaging on these products as well.
Supermarket or pharmacy?
The new design resembles a step forward towards high quality and knowledge, meeting the needs of the demanding consumer of today’s Denmark. The design also shows an intention of Matas moving towards a field of expertise within health, but at the same time maintaining some functional qualities of a supermarket.
Svante Lindeburg, Partner and Head of Brand Strategy at Kontrapunkt says: “The challenge was to find a design that perfectly resembles value for money – in other words finding the right spot on the spectrum between discount and exclusivity. I think the new design successfully expresses Matas’ current position between supermarket and pharmacy.”
Senior designer Mikael Tonning at Kontrapunkt continues: “With the new design we have combined the simplicity and easily recognizable look of the well-known Matas stripes in a new way that makes room for valuable product information.
The striped products are the best in their price group, which we show through the new design”.
Kontrapunkt has revitalized the design by among other stylish touches adding more white space and downscaling of the diagonal characteristic stripes. Through a set of design guidelines, provided by Kontrapunkt, the clean and contemporary look is implemented on all 90 labels of Matas’ vitamins and minerals – and presumably on other striped product categories in the future.
Now Kontrapunkt has redesigned the well-known Danish brand’s most famous trademark “The Matas stripes” to fit into a modern and contemporary context. Besides re-designing the iconic stripes of Matas’ product line of vitamins and minerals, Kontrapunkt has updated Matas’ typeface, colours and general packaging on these products as well.
Supermarket or pharmacy?
The new design resembles a step forward towards high quality and knowledge, meeting the needs of the demanding consumer of today’s Denmark. The design also shows an intention of Matas moving towards a field of expertise within health, but at the same time maintaining some functional qualities of a supermarket.
Svante Lindeburg, Partner and Head of Brand Strategy at Kontrapunkt says: “The challenge was to find a design that perfectly resembles value for money – in other words finding the right spot on the spectrum between discount and exclusivity. I think the new design successfully expresses Matas’ current position between supermarket and pharmacy.”
Senior designer Mikael Tonning at Kontrapunkt continues: “With the new design we have combined the simplicity and easily recognizable look of the well-known Matas stripes in a new way that makes room for valuable product information.
The striped products are the best in their price group, which we show through the new design”.
Kontrapunkt has revitalized the design by among other stylish touches adding more white space and downscaling of the diagonal characteristic stripes. Through a set of design guidelines, provided by Kontrapunkt, the clean and contemporary look is implemented on all 90 labels of Matas’ vitamins and minerals – and presumably on other striped product categories in the future.