Meyocks

Creating Public Demand for a Private Label Brand

A national private label brand had lost some of its distinctiveness over time. In a competitive grocery landscape, the brand’s identity had become diluted and no longer aligned with the modern consumer’s values and shopping behaviors.

Our client came to Meyocks to redefine the brand in a way that would connect with today’s shoppers while informing critical decisions around naming, packaging, and category strategy.

Getting a Holistic View of Shopper Habits

Working alongside Meyocks’ brand strategy team, we led a research-based brand evolution. Our multi-phased approach included:

  • Recruiting and conducting focus groups across four U.S. regions to understand shopper perceptions, packaging cues and motivations around the current brand.
  • Developing a comprehensive shopper persona leveraging data from our syndicated research platform.
  • Creating a 12-brand competitive audit across private-label and national offerings to identify clear differentiators.
  • Synthesizing qualitative and quantitative findings into strategic brand recommendations.

Developing Brand Identity with Stopping Power

These insights directly shaped a refreshed brand positioning, naming strategy, and design direction. From there, our team:

  • Developed clear product guardrails to guide packaging decisions and future marketing efforts.
  • Aligned strategy across packaging, voice and category expansion to ensure consistency.
  • Positioned the brand to meet Gen Z and Millennial demand for private-label innovation.
  • Equipped the client with a compelling brand story that empowers consumers to explore new food experiences at home.

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