Having developed a new master brand packaging architecture for Superior Grocers, private brand, Murray Brand Communications began the roll out of the design to a number of categories including Superior’s line of 20 tableware and paper product SKUs. Recognizing the brand’s prior generation of packaging lacked the graphic consistency essential to convey a desirable level of perceived product quality, the designs focused on ensuring the paper product line employed the same graphic signature used for Superiors’ other private brand products. Packaging copy was minimized to preserve a clear layout and communicate the straightforward value that is a fundamental component of the brand’s core essence.
