• RETAILER: Schnucks
  • CATEGORY: B2. Redesigned Brand
  • AGENCY: Equator Design


  • Creative Director: Jennifer Gaeto
  • Lead Designer: Josh Weigelt
  • Photographer: Lisamarie Cerny, Amy Stallard
  • Account Director: Alyssa Cioffi

SUMMARY: Culinaria is Schnucks Premium Own Brand product line. The Culinaria design strategy is a line look across all products and categories for easy customer recognition as Schnucks premium product tier. The key trait of Culinaria is the “affordable indulgence” where consumers can have a premium, quality product at a reasonable price. The design should be approachable to the everyday consumer. The overall strategy is to not benchmark any national brand. Culinaria products are made to be better than the NBE, so design should be crafted to portray this unique offering. Culinaria is clean, minimal, artistic. Defining qualities of Culinaria Products should be affordable quality when only the best will do either as a treat or for a special occasion, authentic taste and provenance, seductive artistic photography, excitement, and innovative flavors. Culinaria stands for “uniquely premium.” The products are all about the food experience, affordable indulgence, and products that are engineered to be the best (better than the National Brand).

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