Since its inception as a local fruit market in 1956, Longo’s has grown to 23 full-service supermarket locations in the Greater Toronto Area. We worked with Longo’s to reposition and redesign their private label program, including the development of an architecture that outlined the unique profile of each brand, and differentiated their value and signature tiers. An in-store communications program – including shelf talkers, end aisle caps and signage – was created to educate customers and convey the quality and personality of the brands. To ensure the consistency in the application of the new brands, we developed Brand Standards Manuals that outlined graphic and packaging application guidelines. The new Longo’s private label program delivers a better overall look and feel of the product, effectively communicates tier quality and improves brand recognition, creating a successful foundation for greater brand loyalty.

1. 2011 PAC American Package
Leadeship Awards Design Awards
“Congratulations to the Watt team. Our new private label has
Best of Show
been a labor of love and the hard work really has paid off at 2011
all levels. You should be proud of such a great job!”
Jenny Longo - Director, Private Brands

2. Creating the Architecture Behind
a Successful Private Brand
Since its inception as a local fruit market in 1956, Longo’s
has grown to 23 full-service supermarket locations in the
Greater Toronto Area. We worked with Longo’s to reposition
and redesign their private label program, including the
development of an architecture that outlined the unique
profile of each brand, and differentiated their value and
signature tiers.
An in-store communications program – including shelf
talkers, end aisle caps and signage – was created to
educate customers and convey the quality and personality
of the brands. To ensure the consistency in the application
of the new brands, we developed Brand Standards
Manuals that outlined graphic and packaging application
guidelines.
The new Longo’s private label program delivers a
better overall look and feel of the product, effectively
communicates tier quality and improves brand recognition,
creating a successful foundation for greater brand loyalty.

6. Who We Are
We are a truly integrated retail agency, with over forty years experience in over forty
Have any questions? Please
countries around the world. Working collaboratively with our clients and other supporting
agencies, we help uncover the most meaningful insights, set the right strategies, and deliver contact us at 416 364 9384 x240 or
results-oriented creative solutions across every brand touchpoint. at contactus@wattisretail.com to
talk about how we might be able
We eat, sleep and breathe retail. Through our integrated approach, our clients receive
to support your business.
a single-source solution, efficiencies in account management, and a brand experience
that’s connected from the first insight to the last creative expression.
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What We Do
research insight strategy innovation creative
• Consumer + Shopper Research • Brand Positioning • Brand Name, Identity +
Guidelines
• Financial Analysis • Marketing Strategies
• Retail Design
• Stakeholder Interviews • Channel Strategies
• Package Design Watt International Inc.
• Trends + Innovation Reports • Product + Merchandise Strategies
• Merchandising + POP Displays THE INTEGRATED RETAIL AGENCY
• SWOT + Best Practice Analysis • Private Brand Architecture 300 Bayview Avenue
• Integrated Communications
• Need State + Path to Purchase • Business + Strategic Planning Toronto, ON Canada M5A 3R7
Modeling • BrandvertisingTM
• Management Consulting wattisretail.com
• Web, Mobile + Social Media
• Performance Measurement (KPIs)
• Total Production Management
research strategy creative
• Value Engineering