Price Rite

• RETAILER: Price Rite
• COUNTRY: USA
• CATEGORY: G3. Packaged Goods
• AGENCY: CBX

CREDITS:

• CBX

SUMMARY:
While cost savings are great, there is such a thing as “too value.” Wakefern-owned grocery retailer Price Rite hadn’t updated their stores or private label brand in decades and needed to change consumer perceptions of the brand who saw it as outdated and low-quality.

CBX designed a new logo and revitalized their entire packaging line to shed the brand’s negative association with low-end “value.” The new brand is fresh, modern, and welcoming. The packaging uses optimistic cues to express a new level of quality and enhance appetite appeal at shelf.

These changes completely modernized Price Rite to make it a value retailer that consumers can not only feel good about, but also be proud to shop at.