2024 Game Changer: The Fresh Market Holiday Assortment
Sales of private label products across numerous categories saw strong growth in 2023, and retailers and suppliers alike are working to keep that momentum going. With consumer expectations for store brand products perhaps higher than ever, the pressure is on to bring to market high value products that meet the demands of today’s shoppers who are seeking quality and value.
RELATED: See the complete list of 2024 Game Changers honorees
The honorees in Store Brands 2024 Game Changers played a role in continuing to raise the bar in the world of private label. From the work of the six individuals honored this year to the products and programs developed by retailers and suppliers, the quality of store brand products now on the shelves are driving sales and giving shoppers additional choices at retail.
The Fresh Market
Seasonal Private Label Products
The Fresh Market recognized a need to create a unified look across all of its private label packaging. The specialty fresh food retailer did a complete refresh across its fall/autumn and holiday private label products, resulting in a cohesive store design that sets a seasonal mood.
The Fresh Market Creative Team’s task involved establishing a cohesive identity for the grocer’s fall and holiday product lines, ensuring visual consistency across an array of packages, sizes, and materials. In addition, the cohesive design for these seasonals played a huge role in setting a warm, welcoming holiday mood and seasonal decor of its store environments.
Collaborating with a skilled illustrator, the team at The Fresh Market crafted a versatile design system, which not only enhanced the appeal of product packaging but also served as the foundational element for in-store signage, website, and online channels.
This coordinated approach to merchandise packaging across all departments allowed the grocer to achieve a feeling of harmony and style. Ambiance matters, and company officials were pleased to be able to offer a festive backdrop for holiday shopping through the packaging.
Key elements to The Fresh Market’s effort included:
• Established a consistent visual identity across diverse packaging types/sizes/materials, which helped create a more polished, upscale look compared to the piecemeal approach many grocers take.
• By collaborating with an illustrator, a versatile design system was developed that maintained visual harmony across platforms - packaging, in-store displays, website, etc, creating a unique level of coordination.
• The attention to textures, colors and decorative details that evoke seasonal spirit helped the stores feel warmer and more festive. This likely differentiated The Fresh Market as a more enjoyable, decorative backdrop for holiday shopping than a typical grocery store.
• Rather than treating packaging as an afterthought, it was a centerpiece of the ambient store experience. This brought a new level of sophistication and shopping environment to the grocery industry.
