CBX leverages New York-centric approach to redesign its private label portfolio
New York, NY (04/26/10) – The New York marketplace breeds it’s own type of shoppers. And retailer Duane Reade knows exactly who they are, what they need, and how they like to shop. With more than 250 locations in New York and its surrounding boroughs, and a dominant market share, Duane Reade sought to further develop its position and product offering specifically for this shopper and wrapped in a New York iconic style.
CBX, a strategic branding company, was charged with developing the private label expression of Duane Reade’s new brand strategy. According to Todd Maute, CBX Managing Partner: “Our mission was to broaden Duane Reade’s private brand product appeal, enhancing its position as the preferred store for New Yorkers and further bringing to life the brand’s new positioning ‘New York Living Made Easy.'”
“We brought in a New York agency that is expert with private brand image and packaging design, and understands the quintessential New York shopper. CBX helped us communicate and connect with New Yorkers through a unique product voice,” said Joe Magnacca, Chief Merchandising Officer, Duane Reade, Inc.
To build upon Duane Reade’s new image, CBX collaborated with the retailer on multiple fronts to help strengthen their relationship with customers. First, CBX provided input into Duane Reade’s private brand architecture, and designed its private label brand imagery and packaging systems. Then, they helped revamp the loyalty card brand image and collateral material. To further establish direct communication with Duane Reade’s customer, CBX designed an edgy New York publication called The Duane Reader to help market and support all of their branding and product development efforts.
The private label brand portfolio was completely revamped along with the product mix to draw consumers into the store as well as to enhance their ‘uniquely New York’ value messages. Multiple brands across 2,000 SKUs were developed. Here are the brands:
DR Delish, a new line of premium foods that stand out on shelf with black-and-white packaging and feature fun and edgy New York-themed photography and proprietary artwork of New York City landmarks. Items in the line include Spectacular Chocolate Chip Cookies with a theatrical spotlight shining on appetizing product shots. Deluxe whole cashew cans whimsically position the cashews on bar stools and park benches, and Fire Fighter’s Joe coffee packages include a backdrop of New York skyscrapers.
Apt. 5 was repositioned as a household products brand with an apartment-living slant. Products in bright, colorful packages pop from the shelf, and include toilet paper with an image of an empty roll on a tiled bathroom wall in a typical New York City apartment. A green version, designed to take their rightful place alongside other credible “green” brands, includes cleaning products featuring bright green labels with interior photography of bathrooms, kitchens and living rooms from pre-war New York apartments.
DR is a line of HBA products that were formerly found under the Duane Reade label. Bright bands of color delineate the line of products on white, apothecary-style packaging compositions.
In addition, a value line of products was developed to provide the Duane Reade customer with extreme value in key categories. Products include high-value items such as bottled water, paper towels and nuts with iconic, UPC-style illustrations of New York landmarks (i.e., the Statue of Liberty, Brooklyn Bridge).
Products from these lines began rolling out in October 2009.
The first issue of The Duane Reader, a twice-yearly store-branded publication, debuted in November 2009 and was distributed in The New York Times and the Daily News, and handed out throughout the city. Crammed with products, historical information and informative tips connected with city living, it boasts a distinctive, edgy New York tone and reflects the brand’s complete transformation.
The new loyalty card was named Duane Reade Flex Rewards, to signal change from its old program to a more flexible and easy system. The card’s design leverages the popular and iconic Duane Reade “urban luggage” shopping bag and boxes spelling out the word “rewards” floating into the shopping bag to add an element of freedom and reward. An 80-page Duane Reade Beauty Book was also developed as a tool to educate consumers about Duane Reade as a destination for prestige and everyday beauty needs.
“Duane Reade’s remarkable transformation has been guided by several clear and actionable points of strategy,” says Joe Jackman, Acting Chief Marketing Officer, Duane Reade, Inc. “Easy, rewarding, and uniquely New York. These same words could as accurately describe our partnership with CBX.”