Kroger Revamps Banner PL Brand

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July 7, 2011

The Kroger Co. appears to be in the midst of a major renovation to its Kroger banner private label brand, which has upwards of 5,000 SKUs across some 276 categories.

The new design seems to be unifying the national brand equivalent – or what the company refers to as its mid-tier brand – to give it a less generic or national brand equivalent look and feel. The grocer has added lifestyle imagery as well as high quality food photography and more sophisticated design architecture to the brand. Uniquely, it has added photos of people to many of its products, a humanizing touch that few consumer packaged goods companies even do today.

The Kroger brand is presented on rich blue packaging with a new tagline: “From Our Family to Yours.” While the brand appears very consistent, the company broke out of its conservative base design architecture for competitive categories such as kids products, snack chips and candy (see images below). They are also using a consistent nutrition icon on the bottom of each package.

So far, it appears Kroger has converted approximately 15 percent of its banner brand to the new image.

In addition to this redesign work, Store Brands Decisions reported other recent product and packaging redesign in Kroger’s private label offering, including its premium Private Selection and Home Sense lines. (For more on these redesigns see “Kroger Expands Private Selection Brand Renovation,” and “Kroger Relaunches Reformulated Home Sense Line.”)

Before and After Photos

SBD Views: The beat goes on at Kroger, with the relaunch of their banner brand as the latest in a string of developments designed to increase store brand share. It will be interesting to see what’s next. -- John Failla for Store Brands Decisions

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