Our challenge was to separate this retailer’s shelf-stable products from its highly successful Salvaggio’s brand family. We recommended differentiating from the legacy brand while drawing on its market leverage. Using Salvaggio’s as an endorser to the new Traditions line, we created an upscale and contemporary label that stands out boldly from the national brand labels sharing its shelves. We also employed a “quality seal” using a bust of the chain’s now-deceased but well-remembered founder and namesake.
Services: Competitive research | Private brand portfolio analysis | Brand strategy | Brand name | Visual identity architecture | Package design | Product photography