united* retail branding

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

retail / case studies

it's what defines us / it's the driving force behind everything we do.

what if?


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

retail experience / grocery




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





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



say it loud say it proud



visual positioning board



making theeco-organic language easy to understand.

platform two / education



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.



education throughstory telling.



shaking the granolaout of green!

platform three / fresh



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.



natural & fresh



identitystructurecopy writingphotographyproductionsupplier interaction150+ line extensions

moving from 6 to 1bringing the chosen direction to life through:



green way

organic eco natural



the imagery: natural product photography, clean and simple, imperfections and all!



beauty is in the details.

moving from 6 to 1refining the chosen direction



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.



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.



advertisingin-storeout-of-store / traditionalout-of-store / not-so-traditional

bringing it to life.



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



there’s their way and then there’sGreen Way…



and that was the short version...

Green Way

line extension:united* has extended Green Way to over 200+ product sku’s



A&P case study.



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

A&P case study.



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.

A&P case study.



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

PAGE / 69


walmart case study.



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


vibrant photography

custom photography that captures the colors of the ingredientscreates a strong vibrant presence at shelf.




beyond the pack

to truly bring the brand to life, we created a fully integratedmarketing strategy, including in-store merchandising,digital and traditional advertising.

cheers.retail experience / grocery


www.uniteddsn.com

united* dsn

contact:

perry seelert // strategic partner // [email protected]* living the brand in design, language and experience.

where 206 west 23rd st. 3rd floor, new york, ny, 10011call 917 267 2857 ext 8248

united* retail branding

Documents

case study

green way case

retail case studiesfundamental

retail brand creative

organic green brands

ecoorganic brand

brand thatdoesnt

leading retail grocery