Unified teamed up with San Francisco-based Murray Brand Communications to redesign and refresh the Springfield packaging, make it relevant to today’s consumers and to attract new shoppers to the brand.
After conducting extensive consumer research, the Murray Brand team designed a new brandmark and packaging system for the Springfield portfolio of more than 800 SKUs. The new packaging was designed to support the brand’s core essence of neighborly, trusted quality and to provide shoppers a consistent, eye-catching look throughout the store, according to Commerce, California-based Unified. It also includes “Facts Up Front” icons developed by the Food Marketing Institute and Grocery Manufacturers Association to help consumers easily recognize food attributes and benefits such as fat free, low sodium and low cholesterol. The Springfield brand has been in existence since 1947.
“We have a terrific partnership with Murray Brand,” said JoAnn Murdock, executive director of marketing for Unified Grocers. “We’ve been impressed by their extensive, research-based approach and outstanding creativity and design execution throughout the entire Springfield brand refresh process. They truly understand marketing and successfully used shopper insights to achieve these award-winning results.”
Added R.J. Murray, principal at Murray Brand Communications, “Winning this prestigious design competition, which is judged by branding, design and packaging experts, validates that the new Springfield brand and packaging is beautiful work. It reflects our strong collaborative effort with Unified Grocers and their packaging production partner, Western Family, and allowed us to develop fresh and exciting designs which resonate with shoppers and ultimately drive sales.”
For more than five decades, Graphic Design USA has hosted design competitions that spotlight areas of excellence and opportunity for creative professionals. The competition celebrates “well-designed graphics and the power of design to advance the brand promise and forge an emotional connection with the buyer.”
About 2,000 entries were submitted to this year’s competition.