Retail Case Study 1

Brand point management in action:
Schawk creates “power brands” for a 1,700-store grocery chain

The quick story. A major U.S. grocery retailer wanted to capitalize on growing shopper desire for healthy foods and a readiness to consider private label brands. It had invested millions into a national ad campaign, but wanted streamlined and powerful brand offerings as the foundation. Schawk executed a complete re-architecture of the store’s private label offerings, reducing 70 labels to 10 logical, compelling “power brands” that could compete with national brands. Employing the integration inherent in brand point management, Schawk also saw the strategy through design implementation and many crucial executional phases, setting the stage for explosive growth. A major trade publication named the Schawk client its Retailer of the Year and said it’s “breaking the mold of what we all thought we knew about private label.”

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