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Printing Industry Exchange (printindustry.com) is pleased to have Steven Waxman writing and managing the Printing Industry Blog. As a printing consultant, Steven teaches corporations how to save money buying printing, brokers printing services, and teaches prepress techniques. Steven has been in the printing industry for thirty-three years working as a writer, editor, print buyer, photographer, graphic designer, art director, and production manager.

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Custom Printing: Branded Grocery Signs and Products

Every week I shop at Harris Teeter, as well as a few other grocery stores. And over the last several years–being a student of commercial printing, marketing, and design–I have paid close attention to store branding. I’ve been very impressed with Harris Teeter’s presentation. There’s nothing like visiting local businesses on a regular basis to get a sense of just how store design and product design interact and work on the buyer’s conscious and subconscious awareness. When done well, this makes people want to shop more and buy more. I can appreciate the skills and knowledge required.

A Sample Product: Boxed Egg Whites

Harris Teeter is owned by Kroger. Over the past few years I have noticed an increasing focus on store brand merchandise. The quality of organic produce and even canned and bottled goods has increased, as has the number of organic products available.

This last week my fiancee took photos of one product in particular to make sure I would look closely at its packaging when we got back home.

The product is HT Traders Cage-Free Pasteurized 100% Liquid Egg Whites, and here’s what I can discern from the product packaging:

  1. Unlike all of the other packaging I saw, this one had a photo of an egg with all of the type (excluding the HT Traders brand logo) hand written on the curved eggshell. First of all, this is unique, as most other packaging separates its typography from the images. Even if the type has been surprinted over an image, it’s still separate. It’s not written on the product.
  2. Since the egg has a curved surface, the curvature of the hand-printed product information makes for a unique presentation. All other typography is flat; this typography is curved and therefore intriguing.
  3. The hand lettering creates a casual tone. Moreover, you could say it creates a tone of honesty and directness, and this heightens credibility. In fact, it’s almost like the farmer has written on the eggs with a Sharpie marker at a farmer’s market. The tone suggests freshness, healthfulness, integrity, perhaps even a focus on sustainability and local produce—all the good qualities of a healthy meal.
  4. The lightness (almost a beige pastel) of the background color of the box (which is structured like a pint-sized box of milk) gives an almost porcelain appearance to the product, while echoing the colors of the early morning.
  5. Even the printed logo (typescript as opposed to hand-lettering) is done in a fun, bouncy typeface in which the baseline of the letterforms moves up and down, providing an almost childlike immediacy and enthusiasm to the packaging. Along with a hand-drawn apple, fish outline, and loaf of bread, the logo is friendly and approachable. The overall appearance makes you trust the HT Traders product.

Overall, this is a well thought-out design for a house-brand product. Granted, the product itself (or at least other products I’ve tried at Harris Teeter) is of high quality. Appearance alone without substance would detract from the brand and the store, but quality promotion of a quality product enhances its perceived value and encourages shoppers to buy. To me, this is success.

In-Store Signs that Reflect the Company Values

The second photo my fiancee took that night was of a refrigerator sign. I was immediately struck by the similar tone of both the egg-white product and the store signage, until I saw the “My Earth” logo with the same hand-drawn loaf of bread, apple, and fish as the Cage-Free Pasteurized Egg Whites box.

So My Earth and HT Traders products are visually related both through the apparent hand-drawn letterforms (possibly a hand-drawn typeface on a computer) and the image portion of the logo (the fish, bread, and apple).

The sign on the refrigerator notes how Harris Teeter increases refrigeration efficiency and reduces the cost of utilities with this particular technology. Although Harris Teeter has chosen to minimize energy use, it actually helps the branding to make this fact known to shoppers. An increasing number of people value sustainability, and are therefore more likely to buy from a business that shares this goal.

And presenting this information in a hand-drawn font visually connected to HT Traders underscores the low-key approach of the store. You know that this is a house brand (a reflection of the values of those who choose what products to include on the shelves). And you also know that the management is approachable, friendly, not stodgy.

All of this is reinforced by the consistent visual presentation, in both the store signage and the house-brand product packaging. In fact, as a shopper, I personally am more inclined to try a number of the dry goods, canned goods, and bottled goods in the store that have the “look” of the signage and the egg white packaging. I think others will be, too.

What You Can Learn from this Case Study

It used to rankle me whenever I heard the catch phrase, “Image is everything.” I think that’s because it implied dishonesty, that you can sell low quality goods if they’re packaged well. Now I prefer to think that if a product or service is of the highest quality, this can be better communicated to prospective buyers with effective branding. Effective branding communicates and reinforces the values and quality of the brand whenever the prospect sees the logo, signage, or product packaging.

As a graphic designer or marketing professional, you have the power to communicate this quality to your prospective buyers through a well-crafted, consistent approach to your commercial printing materials: your signage, product packaging, and collateral.

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