Krasdale Foods, a 111-year-old, privately-owned company providing grocery distribution, merchandising and marketing to independent grocery stores, recently completed a redesign of its private brand —the first update in several decades—and has already begun rolling out new product.
The new design is simpler and more streamlined, featuring white font on a red background in keeping with Krasdale’s original color palette. To highlight the company’s long history, the redesign includes a reference to the year Krasdale was founded, 1908.
“We wanted to modernize it and make it have a more current feel while still honoring the past,” said Dennis Hickey, Chief Merchandising Officer at Krasdale Foods “As a 111-year-old brand, we recognize the importance of evolving with the times, staying relevant in an ever-changing environment.”
With nearly 1,000 private label products, Krasdale has already started to convert to the redesigned items, replacing old products as they move off store shelves. The company expects to complete the process by January 2020.
In addition to the redesigned logo, Krasdale is also updating its packaging to include new colors and a fresh look.