U.S. retailers and UK retailers might be two very different beasts, particularly in their approach to store brands. But retailers from both countries need to develop packaging and an overall look that engages consumers.

During a Sept. 20 presentation at the Private Brand Movement in Chicago, Harry Pearce, partner with the London-based Pentagram design firm, noted that to be a success, a private brand must engage consumers in three critical ways.

First, it must communicate with consumers in a true and honest manner. Pearce described the rebranding work he did with Halfords, a UK retailer of automotive products. The retailer’s own-brand packaging was a disaster — and that for its engine oil was the worst of the bunch. The design made pouring a mess, and the product’s labeling suggested promises the low-quality product couldn’t keep.

Pearce suggested to the retailer that it source a better-quality oil. Then, he redesigned the packaging’s internal fluting to prevent the oil from “flying out.” Afterward, his firm designed a sleeker label to communicate the quality of the product. As a result, sales improved dramatically.

“It’s all about being honest and straightforward,” Pearce noted, adding that retailers should “remove all the unnecessary stuff and get to the soul of the thing” they’re talking about.

Second, a store brand must communicate in a clear, consistent and direct manner. Pearce pointed to the work his company did with the UK-based Co-operative Group as an example. The company used such a mish-mash of signage and labeling for its Food, Bank, Pharmacy and other family of businesses that consumers often were not aware the businesses were linked. Pearce’s firm was able to unify the family of companies though a logo and a look that uses “Co-operative” before each (Co-operative Food, Co-operative Bank, etc.).

Finally, a store brand should engage consumers with a story. As an example, Pearce discussed his firm’s redevelopment of several brands offered by UK food retailer Budgens, including the premium Budgens Best range. Along with sleek, black packaging and consistent typography from product to product, each product’s package now tells a story — literally.

For example, verbiage on a box of Budgens Best Stonebaked Ham, Mushroom & Mascarpone Pizza reads, “Pizza the authentic way — hand made and stonebaked. Made with British cooked formed ham, mascarpone cheese, portobellini mushrooms and Parmigiano Reggiano. A pizza any Italian would be proud of.”

Although every store brand might not have that extensive of a story should tell, it definitely should serve a distinct purpose, and the retailer needs to communicate that purpose, Pearce noted.

— Randy Hofbauer, Progressive Grocer’s Store Brands