IGA: The package deal label as a branding automobile

Rebranding
unifies and promotes IGA’s store brands through consistent graphic design on
all packages.

IGA has just revamped the look of its private labels, and
the voluntary supermarket network has done some interesting things to leverage
the power of a product label on behalf of the store. In fact, the core purpose
is to use the products’ labels as a means of branding the store and the
franchise, an important issue as IGA aggressively seeks to make it supermarkets
more competitive.

The new format replaces a labeling program that had been in
place for around 15 years, based largely on national brand equivalents.

But times change. “We at IGA USA saw that we needed to
increase the competitiveness of IGA retailers,” says Dave Bennett, IGA senior
vice president, procurement and private brands, “and clearly differentiate the
stores in the marketplace. We redid our private label to do just that.”

The organization went to CBX, a branding specialist. IGA and
CBX came up with a program that is sleek and slick, as well as takes its cues
from the latest developments in private label.

“We had three objectives,” say Bennett. “The first was to
increase shelf presence. The second was to promote brand recognition and the
third was to stimulate sales and margins.”

First of all, they have created a label design that is clean
and will likely grab the consumer in the split second that her or his eye
passes over it on the shelf. It prominently features the IGA Red Oval, now
highlighted with a sunburst. The top of the label features red stripes to
attract attention. Product name is carefully designed. The type of
product-bread, cookies, milk, for example-appear in large, bold type. The
specific products-whole wheat bread, chocolate chip cookies, skim milk-are in
smaller type above the bold type. A picture of the product appears below the
name. The entire label is set in a white field.

Secondly, IGA and CBX have completely decoupled the labels
of the IGA private brand from national brand equivalents. No attempt has been
made to create a look-alike; indeed just the opposite. Competitive pricing and
high quality differentiate it from branded products, but the look is IGA alone.

Thirdly, the IGA label design is standard for all IGA
products in dimensions and placement of the design elements. Discipline is
rigorous, and this label style is placed on every IGA private brand item. The
vision of IGA management and CBX is that private-brand packaging will appear in
visible strips around the store, as well as being prominently placed in
circulars. This will forcefully project the IGA identity to customers.

“We think this program,” says Bennett, “is going to be a
major step forward in branding our stores, sending out a strong IGA message,
and attracting customers to our Hometown Proud supermarkets. So far, member
response has been excellent, and most can’t wait until the new labels start
arriving in the stores in the latter part of first quarter 2009.”

CBX
212-404-7970; www.cbx.com