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Speaker: Unique Packaging Gives A&P Advantage

Private label manufacturers should take more risks in packaging and design, a speaker said earlier this week at the Private Label Manufacturers Association’s annual trade show here.

CHICAGO – Private label manufacturers should take more risks in packaging and design, a speaker said earlier this week at the Private Label Manufacturers Association’s annual trade show here.

Perry Seelert, managing partner of New York-based branding and design firm United dsn, said A&P had the courage to do just that by okaying the unique packaging for its new Via Roma specialty food line. “We wanted to bring the Italian culture to life,” he said.

To do so, A&P and United traveled to Tuscany to hilltop village with just a few hundred residents. It then asked the older residents there to model for a photographer doing things they do best like talking, laughing and hugging.

The result is a unique design of black and white expressive images that vividly illustrate the Via Roma tagline “Italian Food with Personality.”

Each item in the line features a different image of some of those who attended the photo session in Italy. “It’s a rich palette of personalities,” said Seelert.

The packaging has helped separate Via Roma from the many other products that clutter store shelves, said Seelert.

“It has helped create a new voice for A&P,” he said.

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