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after
before
Sutton Place Group owned three
different brands that were strong
and long standing: Sutton Place
Gourmet, Balducci’s, and Hay Day
Country Farm Market. Each brand’s
logo graced shopping bags and
private labels throughout each retail
chain, making the logos highly
visible to the loyal shoppers.
The final rollout of private-label
Balducci’s products presented a
colorful, unique, and fun-loving pack-
aging system that quickly summed up
the contents of each container.
Balducci’s
D E S I G N
Pearlfisher, London, United Kingdom
M A R K E T
United States
(New York and Washington, DC metro areas)
P R O D U C T
Having begun in 1980 as a small gourmet food store
in Washington, D.C., Sutton Place Gourmet quickly
grew to a chain of specialty supermarkets throughout
the metropolitan area. The holding company that
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Rea son for Redesign
The former Balducci’s was a high-priced specialty Italian
food store. The Sutton Place Group wanted to shed this
image in favor of positioning Balducci’s as “the ultimate
food lover’s market.” The group hired Pearlfisher, a firm
with offices in London and New York, to redesign its brand
identity and execute this into a variety of applications to give
Balducci’s a new, more distinctive, and universal image.
Red esign Objectives
Combine three existing brands into a single, universal
brand that balances tradition with a modern image,
plus demonstrate how the identity could adapt to
signage, a full line of private label products, shopping
bags, print advertising, store environment
Develop a clean, simple, accessible look to reflect
and promote the new positioning of Balducci’s stores,
along with an interesting visual and verbal identity
that communicates an element of fun and love for food
Eliminate some of the “negative equity” that the old,
high-priced brand had built up in favor of an image that
welcomes a range of consumers
The Results
Consumers responded well to the new name and look of
the Balducci’s brand—a pleasant surprise for the client,
who was initially worried about the reaction from loyal
customers.
Balducci’s Design Process
Having begun in 1980 as a small gourmet food store in Washington, DC, Sutton Place
Gourmet quickly grew to a chain of specialty supermarkets throughout the metropolitan
area. The holding company that owned Sutton Place Gourmet acquired two other
well-known East Coast food brands in the 1990s, Hay Day Country Farm Market and
Balducci’s. With these acquisitions, Sutton Place Group LLC then owned eleven specialty
supermarkets and six restaurants in Virginia, Maryland, the District of Columbia,
New York, and Connecticut—prestigious destinations for urban food lovers.
In late 2003, the group announced it would adopt the best-recognized name from its
restaurant group—Balducci’s—as the brand for all of its properties. The mission of the
chain was to create a group of full-service neighborhood supermarkets in the New York
City and Washington, DC, areas that offer a range of specialty foods from around the
world, superior-quality perishables, and everyday products at affordable prices.
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