Store Brands

DEC 2015

Store Brands delivers unprecedented strategic and tactical information needed by retail executives to develop and support compelling, differentiated store brand programs to build customer loyalty.

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Page 14 of 59 / December 2015 / Store Brands 1 5 "We look everywhere," Severin says. "We look at restaurants, consumer trends, our competition, Europe and even fashion trends. Our creative team builds mood boards that drive the look and feel based on all of these trends." Topco's team of designers and project coordinators create or refresh package designs for more than 3,000 products each year so as to provide members with creative and eye-catching packaging that will help drive sales, develop a competitive advantage and build brand loyalty, Severin says. Topco product packaging features product photography, illustrations, recipes, product benefits and health attributes. That hard work is certainly garnering notice. For instance, Topco won the highest packaging award — "Best of the Bunch" — in Store Brands' 2015 Store Brands Packaging Awards competition for its Full Circle Fresh Frozen Chopped Herbs. Collectively, the judges made it clear that they felt both the product and the packaging were "category changers." One of our judges, Rick Lingle, technical editor of Packaging Digest, felt that the packaging had the appearance of one built from scratch. Another judge, Lisa Pierce, executive editor of Packaging Digest, commented that the packaging would be ergonomic and easy to open and dispense with one hand for a consumer who is stirring the pot with the other hand. But Linda Casey, editor in chief of Package Design, offered perhaps the most glowing review of this product. "This package will change the way people cook forever," she said. "I think the idea of being able to have fully variable dispersion of fresh herbs in a frozen state is absolutely amazing. It's an excellent example of good holistic design. "It's unusual [that they used a box when] they could have used a jar or a plastic container," she added. "[The] paperboard box is helpful to people who care about the ecologic impact of the products they consume. The top can be pulled off and the paperboard box flattened and recycled." The judges' comments demonstrate Topco's ability to offer its members unique products, Heffernan says. "We're developing better packaging and becoming first to market," she adds. "We are not just developing 'me too' solutions." Getting the word out When it comes to marketing own brands, Topco is always willing to help out its members. For

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