JUNIOR* Academie exam
Assignment started on April 24, 2014

The assignment was to come up with a concept for a brand new supermarkt. And to design and promote this new supermarket.

Due to the economic crisis we have become critical consumers and we pay more attention to the price of the things we buy. We look at more sustainable and inexpensive products. We accept less and less that products are getting discarded unnecessarily. Because when a product doesn’t look perfect, it may taste perfectly.

The European Parliament wants to reduce food waste by half. Therefore 2014 should be the European year against food waste.

One third of all the food we produce is getting thrown away. For example, because it does not meet the cosmetic requirements, it does not have the correct weight or the correct size, the season is officially over, the expiration date is in sight, the label has a printing mistake or because we buy more than we eat.

With this in mind, I created my new supermarket. The Perfect Shop. A supermarket where little mistakes become a profit, your profit. At the Perfect Shop the “rejected” products get a second chance but this time for an extra low price. These products are normally not getting sold by the farmers or factories so The Perfect Shop can buy theme for a lower price. This creates a win-win situation.

The Perfect Shop, where mistakes are a profit in both photography and corporate identity. Which reflected in a unique and distinctive identity and some clear and powerful campaign and media ideas.