E-Mart's Private Label Rebranding Lifts Sales

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August 31, 2010

With an eye toward improving the impact and value perception of its products, E-Mart, South Korea’s largest retailers recently rebranded and redesigned its private label products.

E-Mart partnered with Anthem Worldwide for the redesign and re-launch of more than 5,000 SKUs, which centered on increasing consumer recognition of the E-Mart brand in Korean, where consumers are not as aware of private label options. Rebranded categories included grocery produce, meat, seafood, and ready-to-eat foods.

“Simplicity and direct, concise messaging of quality and value are key to the new branding,” Anthem wrote in a recent article for its web site. “’Fresh, Save and Best names appear in English to invoke a sense of progressive, international quality, while still being recognizable to Korean consumers who do not have a heightened familiarity with the English language.”

In the produce (Fresh) departments, signage and illustration center on the harvest, which distinguishes E-Mart’s image from competitors. “The vivid ‘from the source’ depiction is especially appealing to traditional shoppers who previously relied on ‘wet-markets’ for fresh food,” Anthem wrote.

Although E-Mart and Anthem would not reveal how much sales have increased since the redesign, “the new positioning, environmental branding and package design were a huge success, resulting in a measurable sales increase and a unique destination for Korean shoppers.”

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