BREATHING NEW LIFE INTO AN ESTABLISHED BRAND THROUGH A PACKAGING RE-DESIGN
Although many people have heard of IGA, few really understand what it is and why it’s such an important part of the grocery economy. IGA is the Independent Grocers Alliance, a group dedicated to supporting and sustaining independent grocers around the world. Since 1926, IGA has been supplying independent grocers with resources to remain competitive amidst the rise of large chains, like Publix, Whole Foods and Kroger. Chief among those resources is the IGA Exclusive Brand of products. Sold only at IGA stores, the IGA brand of products includes everything from cheese, milk and eggs to canned soup, cereal and frozen vegetables. Behind the label is a promise from IGA to buy from local and regional family farms wherever possible.
In 2017, IGA began searching for a partner to help them re-design the packaging for their exclusive label. When the search left IGA unsatisfied, IGA’s new CEO, John Ross, reached out to his old colleague, Greg Corey, to help come up with something quickly that would inspire his Board and IGA National Retailers. Porchlight came through and eventually won the rebrand business outright. Our approach was to embrace the local, fresh promise at the center of IGA’s legacy.
The new brand features farm-fresh elements, beautiful photography and an updated IGA farm illustration. The design brings much needed personality and style to the IGA brand, while remaining true to its heritage.
The design is closely informed by the IGA-branded signage and décor package that Porchlight developed concurrently, which centers around a similar theme, “Local Equals Fresh.” In stores as in the packaging, Porchlight focused on the farm promise, developing an exclusive seal to promote IGA as a family of independent farmers.