Package Design - August 2014 - 8

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sHOTS

A Vibrant
Venture

Brand acquisition leads
to package redesign and
introduction to a new market.

C

hek soda, an established brand exclusive
to Winn-Dixie grocers recently
expanded its presence to include the
southern grocer chain Bi-Lo. As part of a recent
acquisition, Bi-Lo took a gamble and replaced its
existing private label sodas Southern Home with
Chek soda.
Bi-Lo partnered with
Anthem Worldwide (www.
anthemww.
com) to bring
the Chek soda
campaign to
life and launch
the newly redesigned brand.
Designed internally by the
Bi-Lo creative
team, Anthem
Worldwide
aided in introducing the line
to Bi-Lo customers via
social media and celebrating the target consumer's lifestyle.
The vibrant color palette creates opportunity
for color blocking in the beverage isle as well as
hints across the Bi-Lo store, "We absolutely fell in
love with the 12-pack because the way that you
could leverage the color," says Jim Lucas, EVP,
global director strategy and insights, Anthem
Worldwide. "The role of packaging and POS or
display sort of came together. I think that's what
we liked best about this is the 'wow this is a great
asset', we'll take advantage of it."

8

AUGUST 2014

The Peak of
Packaging

Mountaineer farmers' packaging
receives uplifting redesign.

S

ituated in a small town in the northern mountains of the Alicante province in Spain, a group of
famers committed to the study of orography and
the climate as key to the farming practice carried out in a
traditional way Planes Cooperative yields premium cherries and oils. Planes Cooperative utilized the design capabilities of Nueve Estudio (www.n-u-e-v-e.com) to bring the
farm goods packaging up-to-date and convey the premium class standing the products deserve.
Colors utilized on pack come directly from the colors
of the products themselves, vibrant red for cherries and
green and yellow for the oils. Clean and concise copy
appears on pack. Natural materials such as wood pulp
and matte textures were utilized, recalling the products'
origin. Planes Cooperative suppliers were involved in the
packaging, as well as national suppliers.
Package Design - August 2014

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