Straightforward, honest design with attitude, where the product name speaks for itself. The font is hand-drawn and designed especially for this range of eco products; the colours are combined in unusual ways to really stand out on the shelf. The design stops you in your tracks and sparks discussion around the dinner table. There are numerous products in the range, all positioned in various places around the store, which is why the design is coherent right across the various product areas. Garant is a high-quality brand owned by Axfood and sold in their own stores – Hemköp, Prisxtra, Vi and Willys. The concept is based on bold and innovative design that highlights each product line ahead of its own brand. Garant is targeting savvy, knowledgeable consumers. Consumers can comment on and rate the products on the website ( Axfood can then produce what the customers want – a completely new way of working with private brands. Sales are breaking records, with Axfood’s share of private brands at an all time high, and a huge number of consumers are actively involved via the website.