“Fifty2: The My Private Brand Project,” will present a carefully curated look at the best Private Brands in the U.S. across all retail channels. The weekly series looks at each great Private Brand with insight, analysis and original photography. In early 2014, these will be published as my first book along with several new chapters that focus on strategy, packaging and design learnings from the included brands. I am looking for retailer-owned private labels that are BRANDS – brands that bring their positioning and business purpose to life through great design, purpose, expertise, confidence, emotion, lifestyle and innovation.
When Raley’s founder, Tom Raley, opened his first grocery store in Placerville, California in 1935, his dedication, hard work and vision quickly led the family owned business to open stores in Sacramento, the great Central Valley, and eventually, Northern California and Nevada.
Raley embraced new ideas as quickly as he built new stores, introducing numerous innovations including: the first drive-in market, the first pre-packaged meat department, the first side-by-side grocery and drug stores (a “superstore”) and the first supermarket natural foods department.
A good idea was a bright spark to Tom Raley’s imagination, as long as it served his customers. “Treat our customers the way you’d like to be treated,” he told his employees, “and they’ll come back.” That was – and still is – Raley’s Golden Rule. That innovative philosophy inspired the introduction of the mainstream Raley’s brand in the mid 1990’s and it’s eventual redesign in early 2010.
The brand now encompasses more than 2,000 SKU’s comprising such unique items as:
- Raley’s Muesli, imported from Switzerland in five delicious flavors: Apple and Coconut Crunch, Honey and Wheat Crunch, Almond Crunch, Red Berry Crunch and Chocolate Curl Crunch.
- Locally crafted barbeque sauces made in small batches in the Sierra Foothills such as Smoky BBQ Sauce with Real Bacon, Raspberry Chipotle Barbecue Sauce and Spicy Roasted Garlic Barbecue Sauce.
- Old world grains and rices including: Italian Farro, 5 Grains, Bulgur and Quinoa Mix, Barley, Peas and Lentils Mix and Basmati Rice, Oats and Lentils Mix
The brand includes a nod to Tom Raley and the continued ownership by the Raley family in the guarantee:
As a family-owned company, our goal is to provide only the highest quality products that families can trust. In fact, we’re so confident in this product – we stand behind it. If it doesn’t meet your expectations please return it for a full refund. The Raley’s Family
The updated Raley’s Private Brand design has dramatically transformed the brand from a traditional, if forgettable, private label to a unique and differentiated customer-centric brand. The warm color palette and multi-textured design maintain a loose unifying design strategy and information architecture while allowing each product and category to shine. Additionally, the front of pack nutritional icons provide a simple, easy to shop, transparent approach so that Moms can make easy decisions at shelf for their families.
The Raley’s brand has thrown off the transactional attribute focused shackles of “compare & save” private label and replaced them with a veracious curated brand that works to actively and emotionally engage their customers. This is not an embarrassing private label; it is a self-assured brand Moms can be happy to have on their shelves and tables.
Brand Focus: Mainstream
Headquarters: West Sacramento, California