Packaging

Brand: Duane Reade private label
Key Insight: Customers interviewed said the stores weren't connecting emotionally with New Yorkers.
Solution: In addition to remodeling stores and launching a digital campaign, the retailer redesigned packaging to evoke the spirit of New York City.
Description: The DR Delish food line features black packaging and New York-centric graphics like park benches and stage lights.

Brand: Duane Reade private label
Key Insight: Customers interviewed said the stores weren't connecting emotionally with New Yorkers.
Solution: In addition to remodeling stores and launching a digital campaign, the retailer redesigned packaging to evoke the spirit of New York City.
Description: The value line of household goods and other items uses UPC-style graphics in the shape of NYC landmarks.