Loblaws President’s Choice
The new, the next
, Packaging Design
Rejuvenate Canada’s most-loved brand? Bring it on. Leading private label brand President’s Choice are continually on the lookout for the new, the next, the never been done before. They therefore challenged us to drive future success through clever design strategy. It needed to stand out, and stand for something in a busy retail environment. By defining a flexible toolkit, recreating design assets and expressing more of a defined personality, we gave a new lease of life to the Loblaws brand.
Time had come to re-energise
Canada’s most-loved brand Presidents Choice had been leading the private label agenda globally. But the time had come to re-energise, to push the boundaries again and drive future success.
Seen as an alternative to big brands, it needed to
stand out and stand for something
Research revealed that the brand was often overlooked. It was still seen as an alternative to big brands rather than a destination brand in its own right. It needed to stand out, and stand for something.
Introducing a flexible toolkit
We rationalised the overall portfolio and introduced a flexible toolkit – repositioning the brand mark and using expressive photography within a white space. This new system gave the team confidence to tell engaging product stories across the President’s Choice portfolio.
“Day in and day out, it’s the people that make this a truly amazing experience. Nothing is ever missed, they keep things on the rails, drive the strategy and receive feedback with grace... without missing a beat. I am a firm believer that to be successful you must surround yourself with excellence, and I am in a fortunate position to be on the front line.”
Creative Lead, Control Brand Packaging, Loblaws
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