The “Holiday” company, which owns a chain of supermarkets under the names, “Holiday Classic” and “Cora”, made a decision to initiate its own brand at the mid-price segment. Research revealed that consumers do not trust supermarket’s private label brands, as these brands are seen as low price and low quality. In light of this information, a decision was made to call of creating a traditional private label, and instead launching an independent brand.
The “Family Life” brand offers a wide selection of food products that is demanded every day. The primary goal, established by our client, was to create a modern and emotional image of a brand for the young and succeeding target audience. The development of the visual brand image was based on graphic dynamic decisions and bright identifiers, which attracted the attention of consumers and increased brand awareness.