Codzienny

May a “Good Day” be with you.

Brand Identity

Packaging

Background

Delikatesy Centrum set out to create a new private-label brand in the economy segment — a brand that wouldn’t live inside a single category, but would accompany the shopper throughout the entire store. Its role was to cover essential everyday products in a way that felt coherent, recognizable and friendly, making “good quality at a good price” easy and intuitive to find.
Challenge

How do you build an economy brand that doesn’t feel like settling for the cheapest option? The task was to create a brand that respects the shopper, gives them a sense of real choice rather than compromise, and turns even the most basic product into a small, positive purchase instead of “the lowest-priced item on the shelf.”
Insight

We all know that moment when small, everyday things can set the tone for the entire day. A colorful basket, a friendly label, a brand that smiles at you from the shelf — these simple touches transform shopping from a chore into a pleasant little ritual. Everyday life can feel joyful — it just needs the right packaging.
Solution

This is how Sunny Boy was born — the brand hero of Codzienny. A cheerful character who guides shoppers through the store and reminds them that even economy products can look bright, honest and thoughtfully selected. Codzienny’s packaging gained strong colors, simple language and plenty of breathing room, giving the brand a fresh, modern and optimistic presence. In the end, Codzienny became a brand that not only simplifies choices, but also brightens everyday life — like a small ray of sunshine landing in your basket.