New Design Gives A&P’s Popular America’s Choice Brand a Cohesive, Visually Consistent Identity at the ShelfCBX, the brand agency and retail design consultancy based here, has been recognized by Store Brands magazine for the new packaging design it created for The Great Atlantic & Pacific Tea Company’s (A&P) America’s Choice brand. A&P was named winner of the Redesigned Product Line award in the Packaging Design category as part of Store Brands’ fifth annual Innovation Awards program.
According to CBX’s entry, the America’s Choice brand enjoyed a high level of recognition and trust for its quality and affordability among A&P customers, but its visual presentation was disparate and inconsistent across different product categories, causing the brand identity to be lost at shelf.
The new design developed by CBX presents the America’s Choice name in white against a bright red banner that is featured on all products in the line. “The new look and feel captures the innocence and cheerfulness of the America’s Choice brand and better connects with the consumer at an emotional level,” the magazine noted. “The new, consistent, dependable visual architecture, meanwhile, improves shopability and brand loyalty.”
CBX Partner Todd Maute added: “The redesign created a visually consistent brand with a unique personality that is maintained throughout the store.“