The visual image of the new private label of the "Dixie" Group of companies
The Dixie corporate group one of the leading Russian companies of the food retail and FMCG market. The Dixie is the third place company by the revenue amount, retail space and number of stores among the national retail operators in food segment.
In 2014 as a part of the assortment matrix optimization program the Dixie group decided to invest in the new private label in the fist price segment (the lowest price in the category).
Products of the new brand will be presented in all of the assortment categories of the Dixie stores. For the first time under its own trademark socially important products, that are included in the basic customer’s shopping basket, will be released - bread, eggs, meat and fish products. In addition to developing the new products, some brands, that now are presented under the another private label – Dixie - will be replaced to it.
Since the new sub-brand should play a very important role in the product portfolio of the "Dixie", a task of the competent and effective branding of the perspective trademark has become an up-to-date one.
The new name of the brand developed by the DDVB agency, appeals with its “roots” to the popular phrase: “The first thing to buy is…”, that is used in everyday life, while someone prepare the short list of the most important future purchases.
In the process of creating a corporate identity of the brand there were also used clear and straightforward solutions, which work effectively with packages of different forms and sizes:
Products under the “Pervim delom” (First thing) trademark appeared on store shelves of the retail chain in December 2014. It is planning to increase the number of different products under that private label of to 200.