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Earning loyalty: migrating consumer proposition from cut-price to emotional reward and connectivity for leading retail group

Design strategy

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Brand architecture

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Development of 11 new brands 

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Trademark design

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Packaging design 

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Retail-ready carton design

Usave is a no-frills, cut-price food retail chain with 434 stores that services lower-income consumers through small format, well-positioned stores.

 

In this fiercely competitive market, their own-label brands were at a disadvantage due to the long history, emotive quality and iconic nature of their competitors, all of them heavily entrenched brand leaders and household names.

I was appointed to identify opportunities for the Usave brand, a project that resulted in the transformation of their positioning, and a new level of emotive connectivity introduced to the shopper-brand relationship.

Through research-based, user-centred brand and design strategies, a framework was designed to manage the migration of the brand and its private label portfolio.

This enabled a shift of consumer focus from the chain's purely cut-price proposition towards value-for-money iconic brand recognition. It also governed the creation of an emotive and iconic private label brand portfolio that would evolve consumer connectivity and loyalty. 

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