Five own brands from the product ranges women's clothing, men's fashion, kitchen gadgets and accessories, office and craft materials as well as furniture and home accessories were to be named and coherently integrated into the brand language of the Kaufland umbrella brand. The aim was also for the own brands to combine orientation, identification and emotion.

A particular focus was placed on ensuring that the new own brands express the value of the products, appeal to the respective target group and stand out due to their high degree of distinctiveness and memorability. The brands should facilitate thematic orientation for the customer through familiar associations with the different living environments. This is because private labels guide customers through the product range as an attractive alternative to manufacturer brands. The new brands should promote a positive and emotional brand experience.

The new womenswear brand "Oyanda" uses a vocal and soft-sounding combination, while menswear is launched under "Townland " and thus comes across as striking and urban. Kaufland kitchen accessories can now be found under the English name " Spice&Soul", which embodies the sensual components of cooking, while interior design fans and home experts will be more than happy with the "Liv&Bo" brand. "Talentus " combines everything you need for painting, crafting and writing and appeals to creative people.

Five own brands were developed with professional know-how, which sustainably strengthen customer loyalty and have a positive effect on the umbrella brand.