Springfield Packaging Design

After directing brand equity research and developing Springfield’s new positioning and messaging hierarchy, Murray Brand Communications designed a new brandmark and packaging system for Unified Grocer’s Springfield portfolio of products comprised of more than 800 SKUs. To support the brand’s core essence of neighborly, trusted quality and value, an evolutionary new brandmark was designed to link the brand to the corner street signs often found in small-town America. To communicate that Springfield products deliver the best in freshness and ingredients, a color palette was selected to complement a newly designed illustration of fertile farmlands, clear skies and fresh foliage of the spring season.