However, over the last few years, it had become a bit dated and need to be re-energized, to push the boundaries again and drive future success. Research revealed that the private brand was often overlooked. It was still seen as an alternative to big brands rather than a destination brand in its own right. The private brand needed to stand out and stand for something.
Brand design agency Elmwood helped Loblaws rationalize the overall product assortment and introduced a flexible toolkit – repositioning the brandmark and using expressive photography within a white space. The new system enabled the team to tell engaging product stories across the entire brand including brands PC Blue Menu and PC Organics.