Bringing own label bang up to date for one of the world’s largest retailer's


One of the world’s largest retailer's wanted to re-engineer its product offer and packaging to increase its private label share in the US, in line with changing consumer behaviour. We stepped in to provide strategic design, account management, artwork and repro, colour management and print management, to deliver 6,500 lines in 18 months.

The challenge


We were asked to develop and create the next stage of the world’s largest retailers private brand offering, across their core grocery, health and wellness, pet and baby ranges. The project covered around 6,500 products and would take 18 months to complete.

What we did


First, we took concept briefs for all key brands. Parker Williams’ ‘Bright thinking’ approach was applied, along with a full global market review of the grocery private label market. Having gained approval of our concepts we moved to create a set of brand guidelines and a full brand architecture for each brand. From there we began the process of creating category specific designs across the retailer’s different departments. This involved our team of local Design Managers working closely with the retailer’s Merchant teams to bring their products to life.

Our Account Management teams managed the entire process, controlling timelines, supplier calls, gathering information and all key elements and working with our creative and graphics studios to ensure on time and accurate delivery across each launch.

As we are one business with multiple specialisms, we were able to ensure designs were printable even on the most challenging substrates and our colour management team was on hand to ensure the US print base were fully in the loop with regards to the designs they would receive, the way we create our prepress files and the required results on pack.

As designs progressed past design handover, we then ensured all artwork was set up to the required printers specifications and that all product information matched US federal requirements on pack.

Finally, once we had processed each design through the approval iterations to fully approved artwork we released fully pre pressed files to the print base.

Our Press Managers were then on hand to attend key print runs and chase down/measure printed samples to ensure the end results matched the required results.

What we delivered


The project is still in progress, but with six months to go, we’ve already delivered 4,000 lines on time and on budget.