DELI N’ CO: Tasty, Easy, Fun!
Deli n' Co is the ready-to-eat brand of McDeli (PT MC Delica Food Indonesia): around 30 chilled desserts and savoury snacks sold at Lawson, FamilyMart, AEON, Circle K, Astro and other stores across Indonesia. EGGHEAD Branding Agency built its brand and packaging system: the Deli n' Co logo, two sub-lines called Sweet and Tasty, and one pack language that works from choux and cheesecake to burgers and pizza bars.
What the research told us
We started with the shopper. Populix research on ready-to-eat food in Greater Jakarta, among 18 to 45 year olds, showed that people decide in front of the chiller, in seconds, based on what looks fresh and interesting. They check the food type, the expiry date and the halal mark, and they buy on availability rather than brand.
Our audit of McDeli showed the cost of that: three separate brands with three tones of voice (Deli n' Co for desserts, Deli&Co for burgers and snacks, Saikou for onigiri), and many shoppers who thought Deli n' Co desserts were the store's own product. Packs that hid the food also raised doubts about freshness.
The strategy
We set McDeli's brand essence as Convenient Quality Anytime, with the promise “Quality meals that fit your life”. Then we benchmarked how Kellogg's, Nomad Foods, Tyson, Indomaret and 7-Eleven in Singapore, the Philippines and Malaysia organise their food brands.
Our recommendation was one consumer brand instead of three. Deli n' Co became the front door for the whole range, split by taste into two clear lines, Sweet and Tasty, so every product builds the same name on the shelf.
The packaging system
Every pack follows the same five-layer hierarchy, so one product teaches shoppers how to read all the others.
01 LOGO
The Deli n' Co mark in the same corner on every SKU, with the Sweet or Tasty badge.
02 PRODUCT NAME
A bold name with a short Japanese subtitle that nods to the range's Japanese dessert roots.
03 FOOD PHOTO
An honest cut-open shot, or a clear window on slim products, so shoppers see what they get and trust its freshness.
04 FLAVOR CUE
One color per flavor and a single promise such as “A Lot of Cream” or “30 detik” in the microwave.
05 INFORMATION
Halal mark, weight and storage in the same place on every pack, where shoppers already look.
