ABOUT

The new, the next, the never done before

Canada’s most-loved brand President’s Choice had been leading the private label agenda globally. But the time had come to re-energise, to push the boundaries again and drive future success.

The insight

Research revealed that the brand was often overlooked. It was still seen as an alternative to big brands rather than a destination brand in its own right. It
needed to stand out, and stand for something.

The idea

We rationalised the overall portfolio and introduced a flexible toolkit – repositioning the brandmark and using expressive photography within a white space. This new system gave the team confidence to tell engaging product stories across the PC portfolio.

The impact

“I have been constantly surprised and delighted working with Elmwood. There were many reasons why we chose them as an extension of our team but, day in and day out, it’s the people that make this a truly amazing experience. Nothing is ever missed, they keep things on the rails, drive the strategy and receive feedback with grace… without missing a beat. I am a firm believer that to be successful you must surround yourself with excellence, and I am in a fortunate position to be on the front line with Elmwood.” - Jason Hobson – Creative Lead, Control Brand Packaging Loblaws