IGA Delays Redesigned Private Brand


In an article posted on the Supermarket News website yesterday it was reported that the Chicago based independent grocer affiliation IGA has delayed the roll out of its redesigned Private Brand. IGA has close to 4,000 hometown supermarkets in 46 of the United States and more than 40 countries, including six continents.

According to the post: The redesigned packaging — beginning with bread and eggs — is scheduled to be available in late July, Dave Bennett, senior vice president, procurement and private label, for IGA USA, said yesterday, “and once these products hit the shelves, there will be a constant flow of newly designed IGA brand products for your store.”

The new design was announced late last year and the rollout was scheduled to begin in earlier this year, the IGA website describes the redesign in this way:

Just as the IGA Red Oval banner on the storefront promises a preferred shopping experience, the IGA Red Oval on the package promises attractively-priced, quality-assured products for customers’ homes. IGA Retailers are exclusively licensed to sell IGA Private Brand products, and IGA works hand-in-hand with its Licensed Distribution Center partners to customize the item selection to fit local markets.

A master-marketer, IGA actively manages its private brand to ensure it consistently meets strict quality standards and delivers attractive consumer value. And as it has done several times in the past, IGA recently undertook a project to update the image projected by IGA Brand Products, this time with the help of an internationally renowned branding design firm. The goals for the redesign of IGA’s Private Brand image include:

  1. Improve shelf presence for ease of shopping
  2. Update and standardize imaging to support and promote overall IGA Brand attributes
  3. Improve sales and through that, improve customer value

The resulting customer-tested image is a vibrant, cross-category look that leverages the equity of IGA’s 80-year legacy of friendly, community-focused stores, and conveys the quality of the brand without mimicking national brands. In short, it sets IGA apart from the competition by delivering a distinct IGA Brand image that is appealing and clear to customers.

The IGA retailer website quotes Bennet saying, “… a large chain retailer … would have one or two vendors to cover the US, our licensed distribution centers are working hard to minimize your cost of goods by selecting vendors with closer distribution points. While this is certainly a beneficial plan, it is negatively impacting the redesign effort [because] most of these vendors have volume too small to support easy approval of the redesign process and, needless to say, the time required is far exceeding our expectations.”

The illustrations of the new design are an intriguing mix of a modern Publix/european inspired design and nostalgic old fashion hometown grocer, I look forward to experiencing the brand in store. The shopping experience is always the test of a design.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.