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Winn-Dixie leverages its own brand name

One-stop shopping provides Winn-Dixie with a comprehensive redesign for 60 private-label brands involving more than 3ꯠ items.

Winn-Dixie's contemporary, revamped graphics strengthen the chain's name to increase consumer recognition and loyalty. The new d
Winn-Dixie's contemporary, revamped graphics strengthen the chain's name to increase consumer recognition and loyalty. The new d

The scope of Winn-Dixie Stores’ ongoing graphics revamping is amazing: the redesign of more than 3ꯠ different packages across 60 private-label brands.

The Jacksonville, FL-based supermarket chain is unifying its vast stable of private-label brands by bringing them together in-house under the Winn-Dixie banner (see https://www.packworld.com/go/c034).

“This is not just a large-scale redesign project, it is the launching of a new Winn-Dixie brand,” explains John Opasinski, the company’s director of corporate brand marketing. “The new contemporary design, the strength of the store name on the package, the prominent satisfaction guarantee, and the internal and external marketing campaigns will increase sales, profitability, and consumer recognition and loyalty. It’s not your typical redesign.”

Equally impressive, this mega redesign is handled by one company, the Package Design Center (Dallas, TX) of Southern Graphics Systems, an Alcoa business. PDC’s Design-To-Print™ concept, originated by president Dale Smith, takes the process from concept through prepress. At that point, PDC provides the artwork—in the form of digital files or color separations—to the particular converter. PDC’s operations include six full-time designers and the expected state-of-the-art tools such as computers, printers, and scanners. Recent additions include fully loaded Macintosh G4 computers calibrated for color consistency. However, the key difference is Design-To-Print, which simplifies Winn-Dixie’s redesign effort by integrating many of the steps including design, photography, comprehensives/mock-ups, and prepress and preparation of materials for the converter.

“Speed to market is critical with a project of this size,” Opasinski emphasizes. “Working with PDC translates to reduced development costs and better design development. Doing those things faster means improved sales, profits, and image.”

Winn-Dixie managers gave the project the go-ahead in mid-2001, and by January the first of the newly designed packages began to appear on store shelves. Among them were new bags of Winn-Dixie brand chips (see sidebar on p. 45).

“We have an aggressive calendar for all of the redesigned products,” says Opasinski. “It’s quite an undertaking—there are several redesigns in the queue all the time.” He estimates an average of a three-month turnaround per redesign.

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