Superior Grocers – It’s Superior Private Label Redesign

Agency: Murray Brand Communications, Inc.
Project Type: Produced, Commercial Work
Client: Superior Grocers
Location: Los Angeles, CA, USA

Superior Grocers – It’s Superior Private Label Redesign

Targeting middle to lower income consumers primarily of Hispanic heritage, Murray Brand Communications designed a new logo and packaging system for Superior Grocer’s It’s Superior private label store brand. Recognizing that ESL consumers ofter rely on compelling product images rather than packaging copy when making a purchase decision, product photography served as the driving visual element in all packaging layouts. Bright colors, preferred by Hispanic consumers, were then introduced as intersecting colored arcs to bring energy to the packaging and to stage the product name and benefit copy.