Unified Grocers
Challenge
Gourmet Specialties, an $800 million subsidiary of Unified Western Grocers, Inc., was also known as GSC, a legacy name from a previous merger. A cohesive branding strategy was sorely needed.
Their parent brand, Unified Western Grocers, Inc., a $5 billion dollar independent retail grocery wholesaler, was struggling with their name and brand positioning, as well.
The challenge was to create a unified branding strategy that would positively reposition both in the minds of their constituencies.
Solution
BrandSavvy interviewed and conducted research among dozens of management executives, employees, customers and vendors of Gourmet Specialties. Two things became quickly apparent. First, it needed a new name and fresh start, and secondly it had no clear positioning in the minds of stakeholders.
BrandSavvy developed dozens of names with "Market Centre" chosen as the one that most represented how it wanted to be perceived – literally, being at the center of its customers retail operations. Secondly, BrandSavvy developed a new positioning, which in and of itself is an interesting story.
Management wanted to hone in on one attribute to define its positioning. However, through BrandSavvy’s discovery and competitive analysis, it was determined that Market Centre had “more ways,” not just one way , to ensure its retailers’ growth and prosperity. Therefore, the positioning of a “continuum of services” expressed in the tagline “More ways to make it your market” appealed to both the tangible and emotional benefits a retailer would derive.
The brand positioning of "More ways" was also appropriate for the parent company. BrandSavvy modified the parent company name to Unified Grocers, Inc. so that its name did not suggest geographic limitations.
BrandSavvy developed the design system, graphic standards, intranet, truck and trailor design, signage and other applications for Market Centre, Unified Grocers, Inc., and their related insurance and financial subsidiaries.
Project Scope
- Research
- Naming
- Brand Positioning
- Logo Design
- Brand Architecture
- Design System
- Graphic Standards
- Website Design
- BrandSavvy Online
- Sign Conversion
- Employee Programs
- Annual Report
