Although many people have heard of IGA, few really
understand what it is and why it’s such an important part of the grocery
economy. IGA is the Independent Grocers Alliance, a group dedicated to
supporting and sustaining independent grocers around the world. Since 1926, IGA
has been supplying independent grocers with resources to remain competitive amidst
the rise of large chains like Publix, Whole Foods and Kroger.
Chief among these resources is the IGA Exclusive Brand
of products. Sold exclusively at IGA stores, the IGA brand of products includes
everything from cheese and bread to ice cream and frozen vegetables. Behind the
IGA label is a dedication to quality and a promise to buy products from local
and regional family farms wherever possible. This commitment to fresh, local
and quality food has long gone unacknowledged by IGA shoppers and store owners,
primarily because of the label design.
In 2017, IGA
began searching for a partner to help them re-design the packaging for their
exclusive label. A new CEO with a bold vision for the future meant that IGA was
ready for a big change on the shelf. Competing against agencies from across the
U.S., Porchlight won the business despite having little experience with grocery
packaging. Instead, we focused on our brand experience, using design to tell a
story, establish personality and grow loyalty.
drew on our experience with other national brands to develop a concept for the
new label, one that concentrated on IGA’s history of providing local, fresh
groceries to towns across the U.S. As such, a priority for the design was to
elevate IGA from an economy label to a trusted private brand. We focused our designs on beautiful food
photography, farm-inspired glyphs and a clean color palette. Meanwhile, we
reworked the IGA farm illustration and housed it in a new seal, giving
prominence to the farm and anchoring it within the brand heritage.
our team has learned a lot from this re-design. The hurdles we faced were
largely overcome early in the process as we developed the brand, evolving it to
fit everything from jars of cherries to hot dog buns, simplifying it to achieve
consistency no matter the substrate or print process. Of course, we’ve grown in
the process as well. We’re no longer mere grocery shoppers, we’re grocery
crawlers, admiring and critiquing our way through the aisles of our favorite
stores and loving it.