2011 PAC        American Package                                                                Leadeship Awards    Design...
Creating the Architecture Behinda Successful Private BrandSince its inception as a local fruit market in 1956, Longo’shas ...
Who We AreWe are a truly integrated retail agency, with over forty years experience in over forty                         ...
Longo's - Creating the Architecture Behind a Successful Private Brand [Case Study]
Longo's - Creating the Architecture Behind a Successful Private Brand [Case Study]
Longo's - Creating the Architecture Behind a Successful Private Brand [Case Study]
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Longo's - Creating the Architecture Behind a Successful Private Brand [Case Study]

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Since its inception as a local fruit market in 1956, Longo’s has grown to 23 full-service supermarket locations in the Greater Toronto Area. We worked with Longo’s to reposition and redesign their private label program, including the development of an architecture that outlined the unique profile of each brand, and differentiated their value and signature tiers.

An in-store communications program – including shelf talkers, end aisle caps and signage – was created to educate customers and convey the quality and personality of the brands. To ensure the consistency in the application of the new brands, we developed Brand Standards Manuals that outlined graphic and packaging application guidelines.

The new Longo’s private label program delivers a better overall look and feel of the product, effectively communicates tier quality and improves brand recognition, creating a successful foundation for greater brand loyalty.

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Longo's - Creating the Architecture Behind a Successful Private Brand [Case Study]

  1. 1. 2011 PAC American Package Leadeship Awards Design Awards“Congratulations to the Watt team. Our new private label has Best of Showbeen a labor of love and the hard work really has paid off at 2011all levels. You should be proud of such a great job!”Jenny Longo - Director, Private Brands
  2. 2. Creating the Architecture Behinda Successful Private BrandSince its inception as a local fruit market in 1956, Longo’shas grown to 23 full-service supermarket locations in theGreater Toronto Area. We worked with Longo’s to repositionand redesign their private label program, including thedevelopment of an architecture that outlined the uniqueprofile of each brand, and differentiated their value andsignature tiers.An in-store communications program – including shelftalkers, end aisle caps and signage – was created toeducate customers and convey the quality and personalityof the brands. To ensure the consistency in the applicationof the new brands, we developed Brand StandardsManuals that outlined graphic and packaging applicationguidelines.The new Longo’s private label program delivers abetter overall look and feel of the product, effectivelycommunicates tier quality and improves brand recognition,creating a successful foundation for greater brand loyalty.
  3. 3. Who We AreWe are a truly integrated retail agency, with over forty years experience in over forty Have any questions? Pleasecountries around the world. Working collaboratively with our clients and other supportingagencies, we help uncover the most meaningful insights, set the right strategies, and deliver contact us at 416 364 9384 x240 orresults-oriented creative solutions across every brand touchpoint. at contactus@wattisretail.com to talk about how we might be ableWe eat, sleep and breathe retail. Through our integrated approach, our clients receive to support your business.a single-source solution, efficiencies in account management, and a brand experiencethat’s connected from the first insight to the last creative expression. follow us on:If the pieces of your brand puzzle just don’t seem to fit, we’d love to talk with you. Our single-source, best-in-class, integrated retail model works, and we can show you how. http://twitter.wattisretail.com http://linkedin.wattisretail.comWhat We Do research insight strategy innovation creative• Consumer + Shopper Research • Brand Positioning • Brand Name, Identity + Guidelines• Financial Analysis • Marketing Strategies • Retail Design• Stakeholder Interviews • Channel Strategies • Package Design Watt International Inc.• Trends + Innovation Reports • Product + Merchandise Strategies • Merchandising + POP Displays THE INTEGRATED RETAIL AGENCY• SWOT + Best Practice Analysis • Private Brand Architecture 300 Bayview Avenue • Integrated Communications• Need State + Path to Purchase • Business + Strategic Planning Toronto, ON Canada M5A 3R7 Modeling • BrandvertisingTM • Management Consulting wattisretail.com • Web, Mobile + Social Media • Performance Measurement (KPIs) • Total Production Management research strategy creative • Value Engineering

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