ICA Private label: Brand transformation through insights, positioning strategy, brand identity and packaging design.

ICA: Private label

ICA: Private label

ICA: Private label

ICA: Private label

Silver’s tasks
• Identity design concept for ICA’s private label design
• Identity design concept and logotype design for ICA’s private label brands ICA I love eco (organic), ICA Gott liv (health), ICA Selection (premium) and ICA Basic (low price)
• Positioning, portfolio strategy, communication strategy and design strategy for the above
• Portfolio strategies and design concept of prioritised categories and product areas
• Consumer insight analysis/customer surveys for ICA’s focus areas (simplification and sustainability)


Silver’s tasks
• Omni-channel brand identity
• Identity design concept for ICA’s private label design
• Identity design concept for ICA’s private label brands ICA I love eco (organic), ICA Gott liv (health), ICA Selection (premium) and ICA Basic (low price)
• Positioning, portfolio strategy, communication strategy and design strategy for the above
• Portfolio strategies and design concept of prioritised categories and product areas
• Consumer insight analysis/customer surveys for ICA’s focus areas (simplification and sustainability)


Silver’s tasks
• Omni-channel brand identity
• Identity design concept for ICA’s private label design
• Identity design concept for ICA’s private label brands ICA I love eco (organic), ICA Gott liv (health), ICA Selection (premium) and ICA Basic (low price)
• Positioning, portfolio strategy, communication strategy and design strategy for the above
• Portfolio strategies and design concept of prioritised categories and product areas
• Consumer insight analysis/customer surveys for ICA’s focus areas (simplification and sustainability)


Silver’s tasks
• Omni-channel brand identity
• Identity design concept for ICA’s private label design
• Identity design concept for ICA’s private label brands ICA I love eco (organic), ICA Gott liv (health), ICA Selection (premium) and ICA Basic (low price)
• Positioning, portfolio strategy, communication strategy and design strategy for the above
• Portfolio strategies and design concept of prioritised categories and product areas
• Consumer insight analysis/customer surveys for ICA’s focus areas (simplification and sustainability)


Silver’s tasks
• Omni-channel brand identity
• Identity design concept for ICA’s private label design
• Identity design concept for ICA’s private label brands ICA I love eco (organic), ICA Gott liv (health), ICA Selection (premium) and ICA Basic (low price)
• Positioning, portfolio strategy, communication strategy and design strategy for the above
• Portfolio strategies and design concept of prioritised categories and product areas
• Consumer insight analysis/customer surveys for ICA’s focus areas (simplification and sustainability)


Background / Insights
ICA is Sweden’s largest food retailer with an annual growth target of 1% for its private label products. Part of ICA’s strategy in being the leader in its industry is to be a thought leader and an agent for positive change.

Positioning / Strategy
Use product development, design and communication to position ICA’s private label items as products that make a positive difference and actually increase consumer choice rather than limiting it. ICA’s private label becomes the most important proof point of the brand by focusing on the areas that are most important for consumers: quality, taste, health, local/Swedish and sustainability. And by using a strong portfolio of clearly differentiated private label brands, ICA both drives sales and strengthens its market position.


Background / Insights
ICA is Sweden’s largest food retailer with an annual growth target of 1% for its private label products. Part of ICA’s strategy in being the leader in its industry is to be a thought leader and an agent for positive change.

Positioning / Strategy
Use product development, design and communication to position ICA’s private label items as products that make a positive difference and actually increase consumer choice rather than limiting it. ICA’s private label becomes the most important proof point of the brand by focusing on the areas that are most important for consumers: quality, taste, health, local/Swedish and sustainability. And by using a strong portfolio of clearly differentiated private label brands, ICA both drives sales and strengthens its market position.


Background / Insights
ICA is Sweden’s largest food retailer with an annual growth target of 1% for its private label products. Part of ICA’s strategy in being the leader in its industry is to be a thought leader and an agent for positive change.

Positioning / Strategy
Use product development, design and communication to position ICA’s private label items as products that make a positive difference and actually increase consumer choice rather than limiting it. ICA’s private label becomes the most important proof point of the brand by focusing on the areas that are most important for consumers: quality, taste, health, local/Swedish and sustainability. And by using a strong portfolio of clearly differentiated private label brands, ICA both drives sales and strengthens its market position.


Background / Insights
ICA is Sweden’s largest food retailer with an annual growth target of 1% for its private label products. Part of ICA’s strategy in being the leader in its industry is to be a thought leader and an agent for positive change.

Positioning / Strategy
Use product development, design and communication to position ICA’s private label items as products that make a positive difference and actually increase consumer choice rather than limiting it. ICA’s private label becomes the most important proof point of the brand by focusing on the areas that are most important for consumers: quality, taste, health, local/Swedish and sustainability. And by using a strong portfolio of clearly differentiated private label brands, ICA both drives sales and strengthens its market position.


Background / Insights
ICA is Sweden’s largest food retailer with an annual growth target of 1% for its private label products. Part of ICA’s strategy in being the leader in its industry is to be a thought leader and an agent for positive change.

Positioning / Strategy
Use product development, design and communication to position ICA’s private label items as products that make a positive difference and actually increase consumer choice rather than limiting it. ICA’s private label becomes the most important proof point of the brand by focusing on the areas that are most important for consumers: quality, taste, health, local/Swedish and sustainability. And by using a strong portfolio of clearly differentiated private label brands, ICA both drives sales and strengthens its market position.


Strategic Opportunity
Drive sales and ICA’s brand position with clearly positioned private label products that add both price value and consumer value in the respective categories.

Results
Constant increase in private label market share. Example: to 25.3 percent in Q3 2018 from 24.7 percent in Q3 2017/Most years, private label products account for more than half of ICA’s annual sales growth.

Click here to receive the case study in PDF format.

Strategic Opportunity
Drive sales and ICA’s brand position with clearly positioned private label products that add both price value and consumer value in the respective categories.

Results
Constant increase in private label market share. Example: to 25.3 percent in Q3 2018 from 24.7 percent in Q3 2017/Most years, private label products account for more than half of ICA’s annual sales growth.

Click here to receive the case study in PDF format.

Strategic Opportunity
Drive sales and ICA’s brand position with clearly positioned private label products that add both price value and consumer value in the respective categories.

Results
Constant increase in private label market share. Example: to 25.3 percent in Q3 2018 from 24.7 percent in Q3 2017/Most years, private label products account for more than half of ICA’s annual sales growth.

Click here to receive the case study in PDF format.

Strategic Opportunity
Drive sales and ICA’s brand position with clearly positioned private label products that add both price value and consumer value in the respective categories.

Results
Constant increase in private label market share. Example: to 25.3 percent in Q3 2018 from 24.7 percent in Q3 2017/Most years, private label products account for more than half of ICA’s annual sales growth.

Click here to receive the case study in PDF format.

Strategic Opportunity
Drive sales and ICA’s brand position with clearly positioned private label products that add both price value and consumer value in the respective categories.

Results
Constant increase in private label market share. Example: to 25.3 percent in Q3 2018 from 24.7 percent in Q3 2017/Most years, private label products account for more than half of ICA’s annual sales growth.

Click here to receive the case study in PDF format.

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Silver
Kungsgatan 55

111 22 Stockholm
+46 8 562 120 00

Silver
Kungsgatan 55

111 22 Stockholm
+46 8 562 120 00

Silver
Kungsgatan 55

111 22 Stockholm
+46 8 562 120 00

Silver
Kungsgatan 55

111 22 Stockholm
+46 8 562 120 00

Silver
Kungsgatan 55

111 22 Stockholm
+46 8 562 120 00

We are a strategic brand and design agency. We believe that by developing creative spaces, we enable people to achieve greater things.

We are a strategic brand and design agency. We believe that by developing creative spaces, we enable people to achieve greater things.

We are a strategic brand and design agency. We believe that by developing creative spaces, we enable people to achieve greater things.

We are a strategic brand and design agency. We believe that by developing creative spaces, we enable people to achieve greater things.

We are a strategic brand and design agency. We believe that by developing creative spaces, we enable people to achieve greater things.