Giant Eagle’s Hometown Proud range epitomizes the supermarket’s family values and community focus. We were asked to redesign the range, with the aim of delivering continuity within the store scheme and amplifying Giant Eagle’s commitment to the local neighbourhoods it serves.
To ensure the Hometown Proud range was easily identifiable on shelf, and to give products an edge over national brands in the same category, we conveyed their quality and benefits in a uniform manner, with callouts for locally sourced products.
Aesthetically, we moved away from the generic and towards a distinctive, personal point of view. Brand photography placed products in relatable ‘in-home’ situations, while illustration styles and graphics made the selection process simple.
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