Massy Stores operates 47 retail locations in 5 markets in the Caribbean with several formats including supercenters, supermarkets, pharmacies, express, gourmet, home, and a mega warehouse club in St. Lucia.
The Massy Private brand program had an inconsistent and outdated look from category to category. They also were using a House of Brands architecture that included multiple brands within the same quality and price range, which created consumer confusion.
Immotion created an Umbrella Brand architecture for their private brand program. We created a family design that was easily recognizable for shoppers, as well as a detailed style guide for the supplier community to use for mechanical layouts.