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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.