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FLEXO Magazine : August 2010
Industry Indicators He further adds, “To be real, we knew we couldn’t achieve the emotional authenticity we were looking for from a local casting call, actors or even stock images. So, we took our photo shoot to Tuscany, to the village of Lucignano, where we got the entire community deeply involved, even caring about the brand outcomes. ...Photographer Bill Hueberger captured more than 80 different people who are the central focus of Via Roma and demonstrate an expressiveness and truth that simply wouldn’t have been possible otherwise...” “ Via Roma is a brand that has true personality and typi- fies Italian culture and a way of living,” Seelert observes. “It is about joy, love, sharing. It is about the togetherness and special connectedness around the dinner table. And, you will also note that the brand intentionally captures an older gen- eration. The idea behind this is that there are certain aspects of life that are timeless, and certain passions that never get too old, like sharing an ice cream together or laughing with friends, And yes, there are recipes that are time-honored as well, and get handed down generation to generation. ” His designer’s eye assessment: “The beauty of Via Roma is that the people become the brand...This rich palette of personalities, where no portrait is the same, creates an interesting, visually impactful trail throughout the store, in a sea of 30,000+ SKUs where all brands fight for attention. It is completely different from any other traditional private label, and really isn’t private label. Via Roma is a true brand.” Palmer offers, “It’s hard to say we have a ‘signature’ brand when we have a great portfolio of brands which are each suc- cessful in their own right. But clearly, the excitement and interest we created from the development of Via Roma, was more than expected. One of our Italian suppliers, liked the concept so much, that he framed and mounted several of the labels on the lobby wall in his office. “ Green Way = OppOrtunity Palmer recalls similar concerns and positive experiences in launching the Green Way label at almost the same time as the Via Roma family. “Green Way was developed to address the popularity of organic and natural products. It also was developed as a ‘sustainability ’ brand to capture any future products that may also be earth-friendly.” He points out, “Like Via Roma, research told us that this was a big opportunity. The label architecture was critical be- cause we didn’t want it to get lost in the clutter on the shelves. The simplicity of Green Way, a line of what is today 200+ SKUs, is evident in the white labels and the elegant photogra- phy. The architecture matches the product attributes—clean, free, and simple. ” Seelert shares Palmer’s view and credits the Own Brands chief with bringing vision to life. “ Where most retailers are creating very distinct, narrowly defined brands for ‘organic,’ ‘ natural’ and ‘ecological,’ segments, Doug saw that there was more power in creating an umbrella that expressed all of these three segment concepts within the brand. His thinking was that these segments represent close affinities that will be better understood and branded together for the A&P consumer. ” He continues, “There is a conscious and continuing effort to explain the Green Way brand initiative in straightforward terms. ” References to “fluorocarbons,” “biodiversity ” and “geobiofuels” don’t appear. “ T he language and styling of Green Way strives to do the exact opposite of most organic brands. We’re matching verbal simplicity with a clean, minimal approach showing the innate beauty of the ingre- dients. Refreshing hints of color with clarity have real power versus other mass market brands on the shelf.” T he idea is to provide transparency and nurture what Seelert calls, “a voice beyond the package.” CritiCal CustOmer COnneCtiOn Both Palmer and Seelert believe that A&P is succeed- ing in better connecting the retailer with its customers. “ In both situations, Via Roma and Green Way, we engaged our printer and prepress companies when we started developing final concepts to explore printing and label options,” Palmer recalls. “Each had its own issues. With Via Roma, we needed a process that presented our character photos very well. We needed our ‘Italian friends’ to be the hero on the package. “Green Way, on the other hand, had to ‘shout’ the essence of the product through simplicity of design. The white back- ground with simple photography made it an excellent can- didate for a high gloss finish on the label.” Palmer stresses, “T he collaborative development of our brands is a result of partners who work well together, challenge each other, and look for ways to improve on the status quo.” Along those same lines, he states, “When you have brands like Via Roma and Green Way that cover dozens of catego- ries, the challenge for designers, printers, and retailers, is to If you use anything less than R/bak® SA 3000 Flexographic Mounting Tapes on the new generation of high speed flexographic presses then you’ll just be standing still. Rogers® open cell polyurethane mounting tapes provide the cushioning needed to absorb shock which means fewer press adjustments, higher productivity and lower overall costs. Visit our Web site to request a copy of the R/bak® SA 3000 TAPES BROCHURE at www.rogerscorp.com/rbak or call 800.935.2940 High-speed flexographic presses require R/bak® SA 3000 materials. RbakSpeedDogFlexo4-10v2.qxd 3/8/10 9:39 AM Page 1 A&P U.S . Number of Stores States A&P 110 CT, NY, NJ Waldbaum’s 64 NY, CT A&P Liquor 25 CT, DC, DE, MA, NJ, NY, VA Super Fresh 69 DC, DE, MD, NJ, PA The Food Emporium 23 NY, NJ, CT Food Basics USA 9 NY, NJ, PA Pathmark 144 NY, NJ, PA, DE TOTAL = 429 Source: aptea.com 16 FLEXO august 2010 www.flexography.org August2010_mech.indd 16 8/13/10 7:45 AM
Sustainable Summer 2010