A line-up of redesigned Compliments products on a marble counter: Korean style sauce, sliced strawberries and bananas, bold chai tea, apple super squeeze pouches and raw honey A line-up of redesigned Compliments products on a marble counter: Korean style sauce, sliced strawberries and bananas, bold chai tea, apple super squeeze pouches and raw honey

Compliments

Opportunity

Compliments had the scale and shopper trust most private brands spend years chasing. But as the portfolio grew, so did the number of sub-brands riding underneath of it, each one making its own decision about colour, tone, and layout. Mapped on a shelf, the portfolio wasn’t reading as one brand. It read as a collection that shared a name.

The Compliments promise was always simple: quality product at a fair price, made for everyone. The problem was that the packaging had stopped saying that so clearly. The packaging fragmentation was quietly working against the very equity Compliments had spent years building.

Three Compliments sea salt shakers in purple, pink and blue on a stone counter with tomatoes and lemon
Compliments Kids and Sensitive Skin SPF 50 sunscreen sprays on a wooden table beside a pool

Insights

The Compliments value proposition is simple: we’re here to bring quality product at fair prices. That’s it. Fantastic food and household products should be available to everyone.

As the portfolio expanded, many sub-brands had been introduced, leading to fragmentation and an inconsistent brand experience. By uniting the entire portfolio under a simpler, more cohesive brand design, we clarify our promise to consumers, elevate brand equity and increase loyalty.

Compliments black oil sunflower seed and wild bird food bags, illustrated with birds, on a picnic table by a lake
A Compliments Blonde Lager de-alcoholized beer 12-pack and can on a dock beside a lake
Compliments Neapolitan Twist ice cream tub and waffle cones box on a pink and purple background Compliments Neapolitan Twist ice cream tub and waffle cones box on a pink and purple background

Solution

The brand was repositioned, restructured and redesigned from the ground up, resulting in a proud store brand with a strong visual identity and design system that was both consistent and adaptable to encompass the entire brand portfolio.

Compliments cooked and raw shrimp bags on a marble counter with dipping sauces, chillies and parsley
Compliments creamed honey, a honey bear squeeze bottle and a raw honey jar on a table in a sunny meadow
Three boxes of Compliments compostable birch wood cutlery standing in garden soil beside a garden fork
A boy eating cereal from a bowl beside Compliments Oatie-O's and Fruity Hoops cereal bags in a kitchen

A simple, iconic layout and lively colour palette celebrates the brand in a heroic way that is easy to navigate. Photography, illustration and copy were developed to allow for a wide variety of stories and product attributes to be expressed on pack and make inclusivity the heart of the Compliments story.

The Compliments C supergraphic logo on teal above the brand's colour palette of yellows, greens, blues, pinks and reds The Compliments C supergraphic logo on teal above the brand's colour palette of yellows, greens, blues, pinks and reds

Results

The data speaks for itself. Compliments unification grew the brand, ranging from 5-10% across a wide variety of consumer KPIs, including greater purchase intent, quality perception, ability to compete favourably with other brands, perception of Compliments as a leader, and perceived innovation. And this has translated to sales, with Private Brand penetration growing significantly since the new Compliments design hit shelves.

Compliments Fruit Mix and Raspberries frozen fruit bags on a teal background Compliments Fruit Mix and Raspberries frozen fruit bags on a teal background
Compliments compostable unbleached paper plates, wheat drinking straws and plant fibre coffee cups in front of an illustrated green forest
Compliments Kids Vitamin D and Vitamin C gummies on a pink desk with a packed lunch box and school supplies

The takeaway: a fragmented portfolio isn’t a design problem - it’s a growth ceiling. Our work with Compliments proved that systematically aligning the architecture doesn’t just clean up the shelf; it moves the business. If your own portfolio is starting to feel more like a collection than a brand, we should chat!