united* retail branding
Post on 08-Jul-2015
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retail brand creative case studies
united* dsn
the great atlantic & pacific tea company.- green way- via roma- hartford reserve- america’s choice
walmart- wholesome goodnes
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it's what defines us / it's the driving force behind everything we do.
what if?
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fundamental capabilities
united* truly believes in creating unique ownable brands that have true merit in their own rights. we have done this for leading retailers across the country. a&p, cvs, wal-mart, rei & lowe’s
the following case studies are grocery specific. united* is known for its clean, intelligent styling, our global thinking, and for developing brands that cut through the sensory noise surrounding today's consumer. these case studies demonstrates how we approach a project from start-to-finish incorporating all brand facets.
the following shows the creative steps in creating leading retail grocery brands.
for each program, we collaborated throughout the design process:
- visual-strategic platforms- brand language- ideas for merging design & environment- extended idea across product range- copy development- photography- structural ideation- production- brand guidelines
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with unique natural product
photography and a clean, simple
look, united*, together with a&p,
created a new interpretation of the
eco-organic brand. a truly fresh
approach that stands out uniquely
on the shelf. green way is the new
standard in organic, natural and
ecological brands.
green way case study.
A&P case study.
from concept through to completion
we created 6 distinctive strategic platforms
*for the purpose of this document we are sharingjust 3 of the concept positionings.
loud & proudeducationnatural freshsophisticatedminimalreal
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why do organic & green brands have to feel soserious?
platform one / loud & proud
this is the brand thatdoesn’t take itself soseriously, but gets youto listen because of it’sirreverent flair. positiveecological actionthrough bold & humorousprovocation. heroicallypresented with dynamiclanguage, across theproduct line
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say it loud say it proud
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visual positioning board
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making theeco-organic language easy to understand.
platform two / education
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simplify the education around
organic and make it less intimidating.
a visual clarity as well as an ingredient
clarity that increases the
uniqueness of the proposition.
appeal to the customers global curiosity
about where things are grown,
how they are produced, and the
appreciation for regional uniqueness.
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education throughstory telling.
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visual positioning board
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shaking the granolaout of green!
platform three / fresh
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crisp and simple styling that’s refreshing with hints of natural color. photography that focuses on the innate beauty of the ingredient.unembellished, not elaborate, but striking init’s grace. a breath of fresh air that providesa sense of well-being.
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natural & fresh
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visual positioning board
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identitystructurecopy writingphotographyproductionsupplier interaction150+ line extensions
moving from 6 to 1bringing the chosen direction to life through:
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green way
organic eco natural
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the imagery: natural product photography, clean and simple, imperfections and all!
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beauty is in the details.
moving from 6 to 1refining the chosen direction
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ALL IN THE DETAIL
the tab system: delivering key nutritional information up front. we were the firts in the U.S to initiate this system.it has now become common practice and soon mandatory.
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ALL IN THE DETAILcopy language:united* was involved in developing all key brand and product descriptions and romance statements; from the front to the back and sometimes the sides.
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advertisingin-storeout-of-store / traditionalout-of-store / not-so-traditional
bringing it to life.
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Green Way
inside
the org,
buying
department
philosophy
food
non-food
GM
HBC
inside
the store,
beyond
initial
categories
inside
the store,
beyond
aisles
outside
the org,
partners
education
a more connected view
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there’s their way and then there’sGreen Way…
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and that was the short version...
Green Way
line extension:united* has extended Green Way to over 200+ product sku’s
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A&P case study.
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a&p continued it's partnership with
united* to create a one-of-a-kind
imported italian foods brand. unique
portrait photography, shot on location in
tuscany ensured that the brand main-
tained the true authenticity found in the
products themselves.
united* created all points of touch for
the via roma brand, from the identity,
the unique language, the package
design system, as well as, extending to
environmental and marking media."
via roma case study.
via roma has won countless awards. and is often credited for being best in class in many highlyregarded publications in the u.s and acrossthe world.
a one-of-a-kind imported italian food brand
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A&P case study.
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united* and a&p redefined the
north american private label
premium brand with a nod
towards the retailers founder.
this is what premium should be.
\we extended hr across the entire deli department and later reworked the design into AC reserve.
hartford reserve case study.
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A&P case study.
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united* developed a comprehensive
beverage program for a&p that takes
back the biggest category in the store!
creating a new look for america's
choice, with bright colors and a new
design architecture, we established a
very powerful shelf presence. this was
accomplished while maintaining
credibility and distinction among
national brand.
dominating the soda aisle
america’s choice case study.
AC was extended across, soda, sparkling water, mixers & ice teas
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walmart case study.
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walmart’s newest “better for you”
brand, with over 80 products
exclusively available in U.S.
and Canada. united* developed the
design strategy for the wholesome
goodness brand identity, packaging
design & photography, in-store
merchandising units, web design and
marketing.
wholesome goodness case study.
wholesome goodness more than exceeded sales expectations within the first 6 months of launching.
inspired by michelle obama, designed by united*
bringing delicious and nutritious together like never before™
exclusively at
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vibrant photography
custom photography that captures the colors of the ingredientscreates a strong vibrant presence at shelf.
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beyond the pack
to truly bring the brand to life, we created a fully integratedmarketing strategy, including in-store merchandising,digital and traditional advertising.
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cheers.retail experience / grocery
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www.uniteddsn.com
united* dsn
contact:
perry seelert // strategic partner // perry@uniteddsn.comunited* living the brand in design, language and experience.
where 206 west 23rd st. 3rd floor, new york, ny, 10011call 917 267 2857 ext 8248
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