Pathmark
Making a mark
The goal of Supermarkets General Corporation was to draw more customers and higher margins with a line of private label products, featuring a solid branding strategy to compete aggressively with national brands.
Challenges
To create a compelling brand identity and retail presentation
Actions
Introduce "Pathmark," a vigorous, high impact name capable of supporting a very broad family of consumer products
Create an accompanying signature with a distinctive angled shape and dynamic red, white and blue bands of color
Design private labels and packages to be competitive with national brands in graphic appeal, shelf visibility and quality imagery
Success of private label name led to management decision to adopt name and brand components for entire retail presentation