AWG Updates Best Choice Design

Best Choice OneAssociated Wholesale Grocers has announced the update of the package design for their Best Choice Private Brand non-food products. After a thorough analysis of both private brand and national brand packaging, Valu Merchandisers, a subsidiary of AWG, decided to modernize the Best Choice brand with new packaging. Both the non-food and food products also received a bold new Best Choice logo.

Clean lines and vivid colors characterize the new packaging. “Our research-driven design is based on a comprehensive strategy to drive growth and increase brand awareness,” states Dan Funk, President of Valu Merchandisers Company. “Immotion Studios delivered a creative packaging makeover that is modern and simple. We believe the strong, recognizable design will attract new and existing customers to our Best Choice non-food products.”

“During our consumer research, we learned that shoppers liked the Best Choice food packaging, but wished the logo was more legible,” explained Scott Richey, Executive Director of AWG Brands. A test market found the new logo significantly easier read than the previous version. The new logo upholds the black and gold Best Choice branding in a fresh way. Associated Wholesale Grocers believes the new Best Choice® logo will increase brand recognition at shelf level.Best Choice Redesign


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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.