Well this was a surprise... A&P is once again rolling out all new packaging for its America's Choice brand. The current packaging is only a few years old now, having been introduced back in 2009. You can take a look at the product line as it has been for the past 4 years at Private Label Store Brands.
The new packaging, which has just begun to appear on store shelves, is a huge departure from all previous incarnations of the brand. The patriotic colors and elements have been ditched in favor of a bold colors and a more artistic, less corporate approach. My first impression wasn't good. Judging from what I saw online, the packaging seemed rather juvenile. That impression completely changed when I saw it on the shelves next to the national brands. A&P is clearly trying to evoke a small-company feel with this new packaging and I have to say... it works. After seeing it throughout the store, I'm officially a huge fan.
A&P has a video on their website announcing the new packaging. It features "real" customers sharing their opinions of the America's Choice brand. Each comment sounding more canned than the one before. The video is a complete FAIL. They should have just let the packaging do the talking.
Signage around the store announcing the new logo and packaging.
Seems as though only about a third of the product line has
been updated at this point. Cereals, pasta and cleaning
products still have the old look. I was able to get
some "before and after" pictures...
Seems as though only about a third of the product line has
been updated at this point. Cereals, pasta and cleaning
products still have the old look. I was able to get
some "before and after" pictures...
The new packaging shows less food but in a much
fresher and delectable state.
fresher and delectable state.
Big difference here with the toilet paper. Gone is the big, bold, generic look in favor of a cuddly, soft and lovable feel.
No old paper towel packaging left to be found.
The new red banner has a much bigger impact
than the former logo.
The one package design I will be sad to see go is for the seltzer bottles. This was a knock-out of a design from day one. I've always loved the retro look and colors. I was glad to see the new packaging hadn't made it to to soda aisle yet. This package design will now live on at Acme Style!