CBX Helps Create Brand Alternative Approach for Live Better,Preferred Pet and Market Spa Brands
New York, NY – September 14th, 2009 – The Great Atlantic & Pacific Tea Company (A&P) has been named Store Brand Retailer of the Year by Private Label Magazine for a reason. Since its acquisition of Pathmark in late 2007, the Montvale, NJ-based retailer has embarked on a massive expansion of its “Own Brands” private label program. Three of these brands, Live Better, Preferred Pet, and Market Spa are part of a portfolio of brands that provide proprietary, innovative, high-quality products to meet the changing needs of shoppers.
CBX Strategic Branding worked on the three branding initiatives. “We worked closely with the A&P team to tell a story with all of the products, so that each would be a unique and ownable brand for A&P,” says Todd Maute, CBX Strategic Branding.
“We could not be recognized for our efforts without the creativity and insight provided by the CBX Team,” says Doug Palmer, VP of Own Brands for A&P.
The Way to Live Better
The first, Live Better, is a line of OTC pharmaceutical and beauty products. CBX approached this brand with a fresh, quality of life message. “The challenge was to create a brand that is more about lifestyle and less about price. Ultimately, this would provide A&P with a unique, ownable brand that ties directly into their marketing strategy for the pharmacy department,” says Maute, CBX Strategic Branding. The Live Better logo forms a banner stretching across a sky blue background and works to enhance the efcacy message. The brand architecture helps unify and identify products in a complex and competitive category. A color band system calls out product benets and provides differentiation between the products. The design system is applied across a range of over 1,000 SKUs while also addressing multiple packaging substrates, print technologies and marketing imagery.
Preferred Pet to the Rescue
With improved product quality and a plan to expand the brand’s presence, CBX redesigned the Preferred Pet brand and created a brand system that addresses the entire pet category including dry, wet, dog, cat, and treats. “This was an opportunity to enhance value, but also create a brand strategy in tune with the needs of pet owners and the emotional connection they have with their pets,” says Maute, CBX. After one A&P employee volunteered her pets, which were rescued dogs, to be the stars on the package, the idea of using rescue animals as packaging “models” across the entire line became reality. The animals featured on the packaging came from various rescue shelters and their stories appear on the back panel. A rened and elegant typeface chosen for the new brand identity signals the high-quality product while a heart-shaped graphic speaks to the emotional connection consumers have with their pets. Bright primary colors on a white background make the packages stand out on the shelf and easy to shop.
Spend a Day at the A&P Spa
For consumers who want to be pampered, CBX created the brand name and packaging system for Market Spa, a line of health and beauty aids products. “The name connotes a spa/quality experience and elevates the perception of products in the category,” says Maute, CBX. “We took a refined and sophisticated approach to the new brand identity and combined it with an apothecary style,” says Maute. Soft, warm colors, and images that connote a visit to a spa adorn a line of body washes, shampoos, conditioners, lotions, etc. The line is designed to appeal across multiple consumer segments.
“Through expansion and redesign, we are providing our shoppers with alternative brands that fulfill their needs and offer complete solutions for different lifestyles,” says Doug Palmer, Vice President of Own Brands at A&P.
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