A Value Offering
Ahold USA asked us to redesign their line for highly focused value customers. As the least expensive private brand products in the store, the new brand identity and packaging needed to deliver on perceptions of price and quality relative to both the current line and other tiers within the store.
Our goal was to create a brand with a new freshness, informality, and simplicity, without risking cannibalization of the NBE brand. The optimal package design needed to perform better on a price vs. value scale, but still have a uniqueness that was appropriate to its value level on shelf.
Launching a store brand in a new, upscale category
Ahold, an international holding company of many well known supermarket brands such as Stop & Shop, Giant, and Martin's, decided to enter the flash frozen fish category.
Our objective was to launch Ahold's store brands in the newly developing category. Using upscale imagery and original photography, the packaging was designed to showcase the product as a fresh and delicious beginning to any gourmet meal.
Changing an existing line from one brand name to another
CareOne, Ahold's private label line of HBAs, was to be extended into the vitamin and supplement category. To do so, another private label line under the name Healthy Ideas, was to be redesigned and launched under the CareOne brand.
Our objective was to create a design architecture that not only extended the CareOne name into a new category, but was also flexibile enough to accomodate the many different structures and product types typically found in the supplement aisle.
Making Private Label More Sophisticated
When Ahold did a competitive audit in the frozen appetizer category, they realized their packaging had entered a "sea-of-sameness", mimicking the carnival-like graphics many of the fast food restaurants had come to adopt.
The Shear Partnership was hired to differentiate the product by making the packaging more upscale, sophisticated and enticing.