Loblaws

President’s Choice Private Label Program

PC products meet or exceed their National Brand’s equivalent in quality. The expected difference is to offer the consumer an alternative option at a less expensive price point. The design approach was to create a classic look describing a story of innovation and elegance. The principal display panel contained a grid consisting of photography and product information. The PC logo headed the visual hierarchy, and a proprietary typeface was created to enhance the modern, minimal aesthetic. Natural surfaces, textiles, gourmet food, and generous white space, contrasted by bold and vibrant colours, completed the photographic style.

The strength of the design system was its ability to evolve without losing the brand equity consumers had come to trust. This became especially important as President’s Choice expanded into the new home housewares category. By building on the established visual identity rather than reinventing it, the brand was able to extend naturally into a new market while maintaining consumer confidence, creating opportunities for growth, and reinforcing President’s Choice as a trusted lifestyle brand.

 

Corrugated System Program

The corrugated system was designed to meet several operational and merchandising requirements. Shelf Space: Six modular box formats were developed to maximize shelf efficiency while accommodating a wide range of products. One of two standardized labels identified each product through brand photography and graphics. Consistency: All product vendors adopted the six approved box formats. Standardized dielines were distributed to vendor facilities, and a single printer produced all labels, ensuring consistent quality and brand execution. Shipping: Standardized shipping cartons allowed vendors to pack products efficiently while enabling store staff to place products directly onto shelves with minimal handling. Flexibility: Colour palettes and graphics could be adapted to support different brands and promotional programs, making the modular system a versatile platform that evolved with changing merchandising strategies. All brand and program concepts were developed in-house and executed consistently by vendors.

The success of the system extended well beyond the packaging itself. It transformed the overall appearance of the stores by creating a clean, organized, and consistent merchandising environment while simplifying product replenishment and improving operational efficiency throughout the supply chain. Vendors, printers, distribution teams, and store operations quickly embraced the system because its benefits were immediate and measurable. More than a packaging solution, it became a lasting design standard that supported brand consistency, improved the customer shopping experience, and remained an integral part of Loblaw’s merchandising strategy for years.