The strategy behind private labels
Consistent visual design to increase brand recognition. Aesthetics, functionality and environmental sustainability. Diego Lazzarin, Private Label Packaging Manager at Bennet, tells us about the evolution of packaging for the Italian large-scale retail chain with 60 years of history.
By Melissa Ceccon | On PRINTlovers 106
Bennet was founded in the early 1960s thanks to the vision of Como-based entrepreneur Enzo Ratti. The company has grown steadily over the past six decades, becoming a benchmark in large-scale Italian retail, with 54 hypermarkets, 50 shopping centres, and over 1,350 stores. The packaging of private labels has also played a key role in this pathway, and we talked about it with Diego Lazzarin, Private Label Packaging Manager since 2001. With over 20 years of experience, Lazzarin has helped make packaging a distinctive feature of Bennet. “It's not just aesthetics; it's a language that conveys quality and innovation,” explains Lazzarin, who has been responsible for the visual identity of Bennet brand products since they were first referred to.
How important are private labels in large-scale retail strategies?
Private labels are essential for both positioning and communication. Through our product lines, we convey distinctive values and build a relationship of trust with consumers, offering competitive alternatives to national brands. The breadth of our offering is a pillar of our strategy: from our mainstream line to the most exclusive products in the Selezione Gourmet range, we cover different segments, expanding our customer base and responding to specific needs. In addition to the Gourmet Selection and the Bennet line for consumer products, we have developed specific ranges such as Bennet Bio, for those looking for certified organic foods; Bennet Eco, for those who prefer eco-sustainable solutions; and ViviSì Bennet, designed for a healthy and balanced diet. We have recently added Traditional Agri-Food Products (“PAT”) to our Premium range: specialities made according to registered recipes that enrich the shopping experience and strengthen the link with the territory. What's more, promoting small local producers means supporting artisan businesses that would otherwise have little visibility. Another key aspect is the possibility of differentiating positioning according to customer preferences and economic means. We outline several variants of the same product in many categories, available in both gourmet and more accessible versions.
What are the design criteria for your private labels, in terms of format and distinctive features, both functional and communicative?
Each package is our calling card: it must be immediately recognisable and clearly convey essential information, making it easier for consumers to choose. In recent years, we have adopted a more structured approach to graphic design. After a long period in which each product had its own independent aesthetic, about five years ago, we introduced visual consistency across all our products. We had two objectives: to improve shelf impact and ensure online recognition, particularly on Bennet Drive. We use simple, flat backgrounds, which make the design clean and tidy, improving legibility. The fonts are basic and easy to read, with names in capital letters for immediate visual impact. We have also introduced a consistent iconographic system that allows consumers to immediately identify the distinctive characteristics of the product, such as the origin of the raw materials (e.g. “100% Italian milk”). In the early 2000s, we tended to visually align ourselves with the best-known brands. Over time, however, it became clear how important it was to differentiate ourselves to strengthen the identity of our offering.
A concrete example is the recent restyling of the red line. Previously, it was composed of products made by different suppliers with graphically inconsistent packaging. The introduction of solid-colour backgrounds has standardised the image, improving consistency and aesthetic impact.
What critical aspects do you see in working with suppliers and printers to ensure quality and sustainability? At what stage of the packaging process are they involved, and how much do they influence the pack's design?
Working with material suppliers and printers is key to ensuring the quality, consistency and sustainability of our private label packaging. Every project, regardless of its complexity, begins with the compilation of a “Packaging Sheet”, an essential document that collects all the technical specifications and requirements related to the product's packaging. This preliminary phase lets us define the aesthetic and functional requirements precisely, avoiding critical issues in the subsequent production phases. The quality of the materials used directly affects not only the visual appearance of the packaging but also its functionality and the consumer's perception of the product. For this reason, we carefully monitor every production stage: we are present in 95% of initial production runs and 50% of reprints, ensuring constant control over quality standards.
One of the most complex aspects of packaging design is balancing quality, sustainability and cost. Using environmentally friendly materials or adopting more sustainable production processes can pose technical and economic challenges. For us, sustainability must be truly “sustainable”, i.e. representing added value without compromising functionality or excessively affecting production costs. Finding the right balance is a constant goal we pursue in close collaboration with our partners.
Maintaining an open and ongoing dialogue with suppliers is essential to staying up to date with the latest innovations in the industry. Periodically, whenever interesting opportunities arise, we discuss new materials, printing techniques, and functional design solutions with them, evaluating the possibilities for improving our packaging. This exchange of ideas is crucial to anticipating market trends and optimising the performance of our products. Over time, this synergy has developed into a true strategic partnership. Suppliers are not simply executors, but active collaborators in the packaging development process.
What printing and finishing techniques do you use most? Have you experimented with particularly innovative solutions that have allowed you to stand out?
Regarding printing techniques, we mainly use flexography for flexible packaging, a choice that allows us to achieve high quality and colour rendering on different materials. In the label sector, on the other hand, we take a more advanced approach, using hybrid technologies that combine flexo and digital printing. This system allows us to achieve high precision in detail, greater versatility in customisation and cost optimisation, especially for medium to low print runs. One of the most successful examples of packaging for Bennet is that of the IV Gamma range, where MDD Filiera Valore plays a leading role in refrigerated counters. This line outlines 100% Italian bagged salads with 70% less pesticide residue. The packaging of these products is a key element of their success. The packaging for the new salads is made from renewable and sustainable sources. Behind every Filiera Valore Bennet product is a pathway of selection, care, and rigorous checks, as well as respecting nature and the agricultural vocation of the land. Another particularly virtuous project is using polypropylene (PP) film with zero CO₂ emissions. This solution represents an important step towards more responsible production.
What is your approach to sustainability in terms of eco-design and LCA of packaging?
Our approach to sustainability is pragmatic: we choose eco-friendly materials and solutions only when they represent real added value, both from an environmental and economic point of view. For several years, Bennet has been working to make packaging lighter, using less material and reducing the amount of packaging used to transport products. For example, in the pastry sector, plastic trays have been replaced by cardboard ones to reduce the amount of plastic used in the packaging of desserts. For packaging to be biodegradable and compostable, it is essential that there are no labels made of materials that are not biodegradable and compostable, as is often the case. At Bennet, we have adopted numerous eco-friendly solutions: some have been successful, others less so. One example is launching a line of shower gels with recycled caps, characterised by a grey-beige colour. Although it was an environmentally friendly solution, the product had little appeal on the shelves. This shows that, to be effective, sustainability must be integrated with market needs and customers' visual and sensory expectations. Currently, our eco-friendly toilet paper line uses Mater-Bi bioplastic outer packaging. Here, too, we carefully monitor the material's durability over time, as excessive shelf life could compromise its integrity.
Have you adopted connected packaging solutions?
Bennet has adopted QR Code technology to improve interaction between printed products and digital tools, focusing on communication and supply chain traceability. This solution has been implemented on some packaging, such as the salad bags in our Filiera Valore, as well as on our fresh-cut product range and some wines. In addition to the mandatory information required by law, the QR code gives consumers immediate access to a wide range of additional content that could not be included on the paper label due to space limitations. By scanning the code with a smartphone, customers are redirected to a dedicated landing page where they can find details on the origin of the raw materials, the production and processing methods, and suggestions for home consumption. This technology makes it possible to trace the product's pathway throughout the supply chain, providing transparency about its origins and production context. In this way, Bennet enriches the shopping experience and strengthens the relationship of trust with customers, offering them a real “identity card” for the products they buy.
Looking to the future, what trends do you see as most promising for private labels and large-scale distribution in general?
One of the most significant developments concerns the evolution of premium private labels, which are becoming increasingly important. Retailers have invested in high-end lines, which are often able to compete with and, in some cases, even surpass the most established brands. The difference is no longer just about price, but about perceived quality: products with selected ingredients, sophisticated packaging and a shopping experience that aims to convey exclusivity and value. Another crucial aspect is the ability of private labels to connect with the territory, offering products that reflect local preferences and respond specifically to consumer needs.
This transformation is accompanied by digital innovation, which is revolutionising the distribution sector. The addition of e-commerce, click-and-collect services, and dedicated shopping apps improves the shopping experience and makes the relationship between brands and consumers more direct and personalised. By collecting and analysing data, private labels can optimise their offerings, tailor promotions more effectively, and outline solutions tailored to their public.
By Melissa Ceccon | On PRINTlovers 106
Bennet was founded in the early 1960s thanks to the vision of Como-based entrepreneur Enzo Ratti. The company has grown steadily over the past six decades, becoming a benchmark in large-scale Italian retail, with 54 hypermarkets, 50 shopping centres, and over 1,350 stores. The packaging of private labels has also played a key role in this pathway, and we talked about it with Diego Lazzarin, Private Label Packaging Manager since 2001. With over 20 years of experience, Lazzarin has helped make packaging a distinctive feature of Bennet. “It's not just aesthetics; it's a language that conveys quality and innovation,” explains Lazzarin, who has been responsible for the visual identity of Bennet brand products since they were first referred to.
How important are private labels in large-scale retail strategies?
Private labels are essential for both positioning and communication. Through our product lines, we convey distinctive values and build a relationship of trust with consumers, offering competitive alternatives to national brands. The breadth of our offering is a pillar of our strategy: from our mainstream line to the most exclusive products in the Selezione Gourmet range, we cover different segments, expanding our customer base and responding to specific needs. In addition to the Gourmet Selection and the Bennet line for consumer products, we have developed specific ranges such as Bennet Bio, for those looking for certified organic foods; Bennet Eco, for those who prefer eco-sustainable solutions; and ViviSì Bennet, designed for a healthy and balanced diet. We have recently added Traditional Agri-Food Products (“PAT”) to our Premium range: specialities made according to registered recipes that enrich the shopping experience and strengthen the link with the territory. What's more, promoting small local producers means supporting artisan businesses that would otherwise have little visibility. Another key aspect is the possibility of differentiating positioning according to customer preferences and economic means. We outline several variants of the same product in many categories, available in both gourmet and more accessible versions.
What are the design criteria for your private labels, in terms of format and distinctive features, both functional and communicative?
Each package is our calling card: it must be immediately recognisable and clearly convey essential information, making it easier for consumers to choose. In recent years, we have adopted a more structured approach to graphic design. After a long period in which each product had its own independent aesthetic, about five years ago, we introduced visual consistency across all our products. We had two objectives: to improve shelf impact and ensure online recognition, particularly on Bennet Drive. We use simple, flat backgrounds, which make the design clean and tidy, improving legibility. The fonts are basic and easy to read, with names in capital letters for immediate visual impact. We have also introduced a consistent iconographic system that allows consumers to immediately identify the distinctive characteristics of the product, such as the origin of the raw materials (e.g. “100% Italian milk”). In the early 2000s, we tended to visually align ourselves with the best-known brands. Over time, however, it became clear how important it was to differentiate ourselves to strengthen the identity of our offering.
A concrete example is the recent restyling of the red line. Previously, it was composed of products made by different suppliers with graphically inconsistent packaging. The introduction of solid-colour backgrounds has standardised the image, improving consistency and aesthetic impact.
What critical aspects do you see in working with suppliers and printers to ensure quality and sustainability? At what stage of the packaging process are they involved, and how much do they influence the pack's design?
Working with material suppliers and printers is key to ensuring the quality, consistency and sustainability of our private label packaging. Every project, regardless of its complexity, begins with the compilation of a “Packaging Sheet”, an essential document that collects all the technical specifications and requirements related to the product's packaging. This preliminary phase lets us define the aesthetic and functional requirements precisely, avoiding critical issues in the subsequent production phases. The quality of the materials used directly affects not only the visual appearance of the packaging but also its functionality and the consumer's perception of the product. For this reason, we carefully monitor every production stage: we are present in 95% of initial production runs and 50% of reprints, ensuring constant control over quality standards.
One of the most complex aspects of packaging design is balancing quality, sustainability and cost. Using environmentally friendly materials or adopting more sustainable production processes can pose technical and economic challenges. For us, sustainability must be truly “sustainable”, i.e. representing added value without compromising functionality or excessively affecting production costs. Finding the right balance is a constant goal we pursue in close collaboration with our partners.
Maintaining an open and ongoing dialogue with suppliers is essential to staying up to date with the latest innovations in the industry. Periodically, whenever interesting opportunities arise, we discuss new materials, printing techniques, and functional design solutions with them, evaluating the possibilities for improving our packaging. This exchange of ideas is crucial to anticipating market trends and optimising the performance of our products. Over time, this synergy has developed into a true strategic partnership. Suppliers are not simply executors, but active collaborators in the packaging development process.
What printing and finishing techniques do you use most? Have you experimented with particularly innovative solutions that have allowed you to stand out?
Regarding printing techniques, we mainly use flexography for flexible packaging, a choice that allows us to achieve high quality and colour rendering on different materials. In the label sector, on the other hand, we take a more advanced approach, using hybrid technologies that combine flexo and digital printing. This system allows us to achieve high precision in detail, greater versatility in customisation and cost optimisation, especially for medium to low print runs. One of the most successful examples of packaging for Bennet is that of the IV Gamma range, where MDD Filiera Valore plays a leading role in refrigerated counters. This line outlines 100% Italian bagged salads with 70% less pesticide residue. The packaging of these products is a key element of their success. The packaging for the new salads is made from renewable and sustainable sources. Behind every Filiera Valore Bennet product is a pathway of selection, care, and rigorous checks, as well as respecting nature and the agricultural vocation of the land. Another particularly virtuous project is using polypropylene (PP) film with zero CO₂ emissions. This solution represents an important step towards more responsible production.
What is your approach to sustainability in terms of eco-design and LCA of packaging?
Our approach to sustainability is pragmatic: we choose eco-friendly materials and solutions only when they represent real added value, both from an environmental and economic point of view. For several years, Bennet has been working to make packaging lighter, using less material and reducing the amount of packaging used to transport products. For example, in the pastry sector, plastic trays have been replaced by cardboard ones to reduce the amount of plastic used in the packaging of desserts. For packaging to be biodegradable and compostable, it is essential that there are no labels made of materials that are not biodegradable and compostable, as is often the case. At Bennet, we have adopted numerous eco-friendly solutions: some have been successful, others less so. One example is launching a line of shower gels with recycled caps, characterised by a grey-beige colour. Although it was an environmentally friendly solution, the product had little appeal on the shelves. This shows that, to be effective, sustainability must be integrated with market needs and customers' visual and sensory expectations. Currently, our eco-friendly toilet paper line uses Mater-Bi bioplastic outer packaging. Here, too, we carefully monitor the material's durability over time, as excessive shelf life could compromise its integrity.
Have you adopted connected packaging solutions?
Bennet has adopted QR Code technology to improve interaction between printed products and digital tools, focusing on communication and supply chain traceability. This solution has been implemented on some packaging, such as the salad bags in our Filiera Valore, as well as on our fresh-cut product range and some wines. In addition to the mandatory information required by law, the QR code gives consumers immediate access to a wide range of additional content that could not be included on the paper label due to space limitations. By scanning the code with a smartphone, customers are redirected to a dedicated landing page where they can find details on the origin of the raw materials, the production and processing methods, and suggestions for home consumption. This technology makes it possible to trace the product's pathway throughout the supply chain, providing transparency about its origins and production context. In this way, Bennet enriches the shopping experience and strengthens the relationship of trust with customers, offering them a real “identity card” for the products they buy.
Looking to the future, what trends do you see as most promising for private labels and large-scale distribution in general?
One of the most significant developments concerns the evolution of premium private labels, which are becoming increasingly important. Retailers have invested in high-end lines, which are often able to compete with and, in some cases, even surpass the most established brands. The difference is no longer just about price, but about perceived quality: products with selected ingredients, sophisticated packaging and a shopping experience that aims to convey exclusivity and value. Another crucial aspect is the ability of private labels to connect with the territory, offering products that reflect local preferences and respond specifically to consumer needs.
This transformation is accompanied by digital innovation, which is revolutionising the distribution sector. The addition of e-commerce, click-and-collect services, and dedicated shopping apps improves the shopping experience and makes the relationship between brands and consumers more direct and personalised. By collecting and analysing data, private labels can optimise their offerings, tailor promotions more effectively, and outline solutions tailored to their public.
25/07/2025
