The goal of Supermarkets General Corporation was to draw more customers and higher margins with a line of private label products, featuring a solid branding strategy to compete aggressively with national brands.
- To create a compelling brand identity and retail presentation
- Introduce "Pathmark," a vigorous, high impact name capable of supporting a very broad family of consumer products
- Create an accompanying signature with a distinctive angled shape and dynamic red, white and blue bands of color
- Design private labels and packages to be competitive with national brands in graphic appeal, shelf visibility and quality imagery
- Success of private label name led to management decision to adopt name and brand components for entire retail presentation