The fast-growing Canadian food distributor Loeb Inc. decided to divest its IGA supermarkets under the Loeb brand through a franchise network of independent entrepreneurs.
- Reposition a conventional supermarket chain around two core differentiating value propositions: prepared premium label foods and daily fresh products
- Create a new supermarket concet based on two differentiating value propositions: prepared premium labeled and daily fresh foods.
- Create a new retail identity to support the new positioning: new prototype stores (new-builds and retrofits) and product packaging
- Developed an identity program to strengthen the Loeb name by introducing new brand programs for Loeb Inc. and Loeb IGA, new exterior and interior signage for supermarkets, formats for product advertising and private label packaging
- Supervised implementation of the program and its introduction to employees and consumers
- Developed a prototype supermarket, applying the identity system to new and existing stores