After directing brand equity research and developing Springfield's new positioning and messaging hierarchy, we designed a new brandmark and packaging system for Unified Grocer's Springfield portfolio of products. Comprised of more than 800 SKUs, the brand facelift was undertaken to update Springfield's product messaging, elevate its perceived quality and expand its market acceptance by attracting consumers ranging from more value-conscious to higher-income shoppers.
To support the brand's core essence of neighborly, trusted quality and value, an evolutionary new brandmark was designed to link the brand to the corner street signs often found in small-town America. To communicate that Springfield products deliver the best in freshness and ingredients, a green and yellow color palette was selected to complement a newly designed illustration depicting the fertile farmlands, clear skies and fresh foliage of the spring season. As a final design element, a vertical banner system was employed to stage product names, flavor profiles and benefit statements allowing a quick and easy read.