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Loblaws President’s Choice

The new, the next

Portfolio Strategy, Packaging Design

Born Ugly Loblaws Presidents Choice packaging design

17%

Yearly improvement of frozen food ranges

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.

Born ugly loblaws presidents choice packaging food

The Challenge

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

The Strategy

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.

Born ugly loblaws presidents choice packaging readymeal blue menu

The Design

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.

Born ugly loblaws presidents choice packaging design range
Born ugly loblaws presidents choice packaging popcorn
Born ugly loblaws presidents choice packaging readymeal organics
Born ugly loblaws presidents choice packaging food blue menu

The Impact

“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.”

Jason Hobson
Creative Lead, Control Brand Packaging, Loblaws

Born ugly loblaws presidents choice food photography styling

Let’s create something
extraordinary

Find out how we can help you breakthrough and do the unexpected.