Loblaws Redesigns and Reenergizes President’s Choice

Canadian retailer Loblaws iconic private brand President’s Choice has been at the forefront of private label since it released its first product a President’s Blend ground coffee in 1984.

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.

So far the brand refresh has achieved a 17% year-over-year improvement of frozen food ranges.

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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.