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Longo's - Creating the Architecture Behind a Successful Private Brand [Case Study]
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Transcript of Longo's - Creating the Architecture Behind a Successful Private Brand [Case Study]
“Congratulations to the Watt team. Our new private label has been a labor of love and the hard work really has paid off at all levels. You should be proud of such a great job!”Jenny Longo - Director, Private Brands
Best of Show
2011 PAC Leadeship Awards
American PackageDesign Awards
2011
Creating the Architecture Behind a Successful Private BrandSince its inception as a local fruit market in 1956, Longo’s
has grown to 23 full-service supermarket locations in the
Greater Toronto Area. We worked with Longo’s to reposition
and redesign their private label program, including the
development of an architecture that outlined the unique
profile of each brand, and differentiated their value and
signature tiers.
An in-store communications program – including shelf
talkers, end aisle caps and signage – was created to
educate customers and convey the quality and personality
of the brands. To ensure the consistency in the application
of the new brands, we developed Brand Standards
Manuals that outlined graphic and packaging application
guidelines.
The new Longo’s private label program delivers a
better overall look and feel of the product, effectively
communicates tier quality and improves brand recognition,
creating a successful foundation for greater brand loyalty.
Have any questions? Please
contact us at 416 364 9384 x240 or
at [email protected] to
talk about how we might be able
to support your business.
Who We AreWe are a truly integrated retail agency, with over forty years experience in over forty countries around the world. Working collaboratively with our clients and other supporting agencies, we help uncover the most meaningful insights, set the right strategies, and deliver results-oriented creative solutions across every brand touchpoint.
We eat, sleep and breathe retail. Through our integrated approach, our clients receive a single-source solution, efficiencies in account management, and a brand experience that’s connected from the first insight to the last creative expression.
If the pieces of your brand puzzle just don’t seem to fit, we’d love to talk with you. Our single-source, best-in-class, integrated retail model works, and we can show you how.
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What We Do
Consumer + Shopper Research•
Financial Analysis•
Stakeholder Interviews•
Trends + Innovation Reports•
SWOT + Best Practice Analysis•
Need State + Path to Purchase • Modeling
Brand Positioning•
Marketing Strategies•
Channel Strategies•
Product + Merchandise Strategies•
Private Brand Architecture•
Business + Strategic Planning •
Management Consulting•
Performance Measurement (KPIs)•
Brand Name, Identity + • Guidelines
Retail Design•
Package Design•
Merchandising + POP Displays•
Integrated Communications•
Brandvertising• TM
Web, Mobile + Social Media•
Total Production Management•
Value Engineering•
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Watt International Inc.THE INTEGRATED RETAIL AGENCY300 Bayview AvenueToronto, ON Canada M5A 3R7�wattisretail.com
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