Food Lion – The Jordan Studio

Food Lion

Food Lion

The Challenge

Aligning Brand Identity Across the Aisles

Food Lion, a familiar southeastern grocer, approached with an aspirational packaging redesign project focusing on their exclusive namesake brand. One of the primary problems with the incumbent design system was a lack of consistency between the store decor and the private label packaging. The team needed to inject more brand equity into their packaging design to complete the shopping experience for their customers.

The Creative Solution

Bringing the Brand to Life Through Packaging

With a new design, which injects lifestyle environmental photography to create a bright, colorful and inviting backdrop, we were able to better align Food Lion’s exclusive products with their larger brand message.

The Impact

A Cohesive Brand System That Scales

What made this project uniquely successful was our ability to create a fresh engaging packaging design concept which allows for competitive performance against their national brand competitors. We accomplished this while maintaining brand consistency across more than 2,000 private label items spanning several categories, across each of their 1,090 stores.