Sobeys’ private label brand portfolio had grown exponentially, creating disunity and disorganization among the 1000+ SKUs. They needed help redesigning the entire Compliments line-up in order to change brand perception, drive brand loyalty and generate higher sales.


Consumers shop each category differently, thus design cues and information hierarchy must vary by department. However, without a cohesive brand that knit different SKUs together, it is impossible to build equity in the Compliments master brand.


Create a master and sub-brand system with strong identifying features to help shoppers navigate the entire offering. Establish a flexible design format that allows the specific attributes of each SKU to be emphasized.


Upon relaunch, awareness of the Compliments brand grew steadily. Volume grew 25-100% in many new categories. Consumers’ perceptions of Compliments value grew 10%, while perceptions of Compliments quality grew 16%.

Canadian Tire Express FreshCo. Communications
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