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fundamental capabilities united* truly believes in creating unique ownable brands that have true merit in their own rights. we have done this for leading retailers across the country. a&p, cvs, wal-mart, rei & lowe’s the following case studies are grocery specific. united* is known for its clean, intelligent styling, our global thinking, and for developing brands that cut through the sensory noise surrounding today's consumer. these case studies demonstrates how we approach a project from start-to-finish incorporating all brand facets.

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the following shows the creative steps in creating leading retail grocery brands. for each program, we collaborated throughout the design process: - visual-strategic platforms - brand language - ideas for merging design & environment - extended idea across product range - copy development - photography - structural ideation - production - brand guidelines


retail experience / grocery

A&P case study.

green way case study. from concept through to completion with unique natural product photography and a clean, simple look, united*, together with a&p, created a new interpretation of the eco-organic brand. a truly fresh approach that stands out uniquely on the shelf. green way is the new standard in organic, natural and ecological brands.

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we created 6 distinctive strategic platforms

loud & proud education natural fresh sophisticated minimal real *for the purpose of this document we are sharing just 3 of the concept positionings.

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platform one / loud & proud

why do organic & green brands have to feel so serious?

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this is the brand that doesn’t take itself so seriously, but gets you to listen because of it’s irreverent flair. positive ecological action through bold & humorous provocation. heroically presented with dynamic language, across the product line

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say it loud say it proud

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visual positioning board

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platform two / education

making the eco-organic language easy to understand.

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simplify the education around organic and make it less intimidating. a visual clarity as well as an ingredient clarity that increases the uniqueness of the proposition. appeal to the customers global curiosity about where things are grown, how they are produced, and the appreciation for regional uniqueness.

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education through story telling.

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visual positioning board

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platform three / fresh

shaking the granola out of green!

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crisp and simple styling that’s refreshing with hints of natural color. photography that focuses on the innate beauty of the ingredient. unembellished, not elaborate, but striking in it’s grace. a breath of fresh air that provides a sense of well-being.

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natural & fresh

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visual positioning board

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moving from 6 to 1 bringing the chosen direction to life through:

identity structure copy writing photography production supplier interaction 150+ line extensions

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organic

eco

green way

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natural


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the imagery: natural product photography, clean and simple, imperfections and all!

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moving from 6 to 1 refining the chosen direction

beauty is in the details.

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ALL IN THE DETAIL

the tab system: delivering key nutritional information up front. we were the firts in the U.S to initiate this system. it has now become common practice and soon mandatory.

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ALL IN THE DETAIL

copy language: united* was involved in developing all key brand and product descriptions and romance statements; from the front to the back and sometimes the sides.

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bringing it to life.

advertising in-store out-of-store / traditional out-of-store / not-so-traditional

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Green Way food

inside

inside

inside

outside

non-food

the store,

the store,

the org,

the org,

GM

beyond

beyond

buying

partners

HBC

initial

aisles

department

education

categories

philosophy

a more connected view

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there’s their way and then there’s Green Way…

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line extension: united* has extended Green Way to over 200+ product sku’s

Green Way

and that was the short version...

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A&P case study.

via roma case study. a one-of-a-kind imported italian food brand a&p continued it's partnership with united* to create a one-of-a-kind imported italian foods brand. unique portrait photography, shot on location in tuscany ensured that the brand maintained the true authenticity found in the products themselves. united* created all points of touch for the via roma brand, from the identity, the unique language, the package design system, as well as, extending to environmental and marking media."

via roma has won countless awards. and is often credited for being best in class in many highly regarded publications in the u.s and across the world.

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A&P case study.

hartford reserve case study. this is what premium should be. united* and a&p redefined the north american private label premium brand with a nod towards the retailers founder.

\we extended hr across the entire deli department and later reworked the design into AC reserve.

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A&P case study.

america’s choice case study. dominating the soda aisle united* developed a comprehensive beverage program for a&p that takes back the biggest category in the store! creating a new look for america's choice, with bright colors and a new design architecture, we established a very powerful shelf presence. this was accomplished while maintaining credibility and distinction among national brand.

AC was extended across, soda, sparkling water, mixers & ice teas

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walmart case study.

wholesome goodness case study. inspired by michelle obama, designed by united* walmart’s newest “better for you� brand, with over 80 products exclusively available in U.S. and Canada. united* developed the design strategy for the wholesome goodness brand identity, packaging design & photography, in-store merchandising units, web design and marketing.

wholesome goodness more than exceeded sales expectations within the first 6 months of launching.

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bringing delicious and nutritious together like never before ™

exclusively at


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vibrant photography custom photography that captures the colors of the ingredients creates a strong vibrant presence at shelf.

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beyond the pack to truly bring the brand to life, we created a fully integrated marketing strategy, including in-store merchandising, digital and traditional advertising.

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Lawrence Haggerty, Co-Founder // lawrence@uniteddsn.com T. 917 267 2857 www.uniteddsn.com

United Case Study / Retail  
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