The relaunch involves a total overhaul and repositioning of its private-label line under the Winn-Dixie banner.
“With the redesign, we are attaching the Winn-Dixie name to our products,” says Al Rowland, president and chief executive officer of the 1걹-store chain with stores in 14 states, primarily in the Southeast United States.
The challenging redesign is assigned to The Package Design Center (Dallas, TX), part of Southern Graphic Systems, an Alcoa company, using TPDC’s Design-To-Print™ methodology that takes the packaging design from concept through prepress. Design-To-Print aims to ensure consistent brand identity, reduce turnaround time, and avoid rework by converters.
Winn-Dixie had discovered that its brands were misunderstood by consumers, who didn’t recognize that these were the company’s own brands.
The redesign strengthens the Winn-Dixie branding via a billboard effect on store shelves for products from boxes of nonfat dry milk to cans of air fresheners (shown). The first dozen products of the redesign began appearing on store shelves in January. —RL
