Creating Israel's most powerful private label. Shufersal is Israel's 1st and largest retail chain. It is one of the country's "super-brands", with a strongly defined identity, vision and values. Work on Shufersal's private brand began in 2005, and till now we have designed over 700 different products. The challenge was very obligating, since Shufersal was the first to introduce a private label under its own name. In developing the brand language we created a unified language, taking into consideration that each category has its own rules. The design language is based on fresh thinking, simplicity, honesty and friendliness. Since the launch of the private brand it has become one of the strongest in the Israeli market.