Through its continued commitment to providing quality and value to customers, Southeastern Grocers Inc. (SEG), parent company and home of Fresco y Más, Harveys Supermarket and Winn-Dixie grocery stores, has revamped its private label offer, introducing a new, exclusive store brand product line for its customers. Know & Love will replace the brand’s existing Naturally Better range designed to offer a wide variety of affordable, clean label products made with ingredients customers “know,” to create the everyday products they’ll “love.” B&B studio has worked with SEG to originate the name, strategy, visual identity and packaging design, along with launch communications and messaging.

Goodness You Cab Trust
With a list of over 100 excluded ingredients such as certified color additives, partially hydrogenated oils, high fructose corn syrup and sweeteners such as aspartame, saccharin and sucralose, Know & Love line builds upon the grocer’s commitment to provide its customers with quality products and services that stretch their wallets. These offerings include dairy, produce, ready- made foods and beverages, as well as a clean label household offerings.

The thoughtfully curated selection prioritizes value and great taste, offering products across a wide range of food, beverage and household categories that are free from nearly 100 undesirable ingredients, such as certified color additives, partially hydrogenated oils, high fructose corn syrup and sweeteners such as aspartame, saccharin and sucralose.

Ingredients You Know, Products You Love
B&B created the brand name to echo a simple promise that signals clean label – ingredients you know, products you love – and the logotype itself takes centre-stage in the design execution. The ampersand, subtly combining a heart and a leaf, can also be extracted from the logotype, and acts as a signifier for the range’s Goodness Guarantee. The name itself sets a framework for point-of-sale messaging across the store to highlight fresh, love and local.

Know & Love showcases a clean, visually appealing packaging design that aligns with the principles of clean labeling, while also conveying a sense of trust, reliability and affordability. A rich and foodie colour palette signals accessible quality across the product range and creates a rainbow of better-for-you products to discover in-store. Sub-ranges, including organic and free-from, are signified by green and purple shades. A hexagon shape, derived from the original SEG logo, creates a point of focus on packaging design, acting as a graphic backdrop to cut-out product imagery, a holding shape for full-bleed photography or as a literal window on-pack.

Once complete, the flexible design system will be executed across every major product category, along with in-store signage and printed and digital communications.

Making Better Choices Easy & Affordable
Brooke Rice, Senior Director of Own Brands at Southeastern Grocers, explains: “We are always listening to our customers and associates, and as they expressed a growing desire for products with simple ingredients, we set out to create quality products that stretch their wallets. Our Goodness Guarantee reflects our steadfast commitment to trust and transparency across our entire product line, so our customers know they are bringing home the best products made from ingredients they’ll love.”

“We were keen to create a brand that made better choices feel joyful and delicious,” says B&B Associate Creative Director, Jennie Potts. “The brand’s name, color palette and look and feel exudes emotion in a category where health can often feel clinical and lacking in taste. Know & Love is all about helping people feel good about making better choices.”