Holstein Housewares will launch a comprehensive re-branding initiative in September aimed at better aligning its brand with evolving consumer lifestyles and moving the brand beyond its private label and value-driven roots. The effort encompasses a broad spectrum of changes including completely overhauled packaging, new social media and digital marketing initiatives, the development of a comprehensive in-store display effort and a focus on new consumer messaging.
“We’ve done a lot of private label before,” Vanessa Valera Nolte told HOMEWORLD BUSINESS®. “What we want to do now is concentrate on the Holstein Housewares brand and what makes it unique, including our in-house design and patented products and features.”
The company is also looking to make Holstein a lifestyle brand, giving it intrinsic relevance to today’s busy moms. One of the key steps in that effort is a major packaging redesign that encompasses the company’s full range of products and replaces basic product photography with designs that show products propped and on a kitchen background to better connect them with the consumer’s home.
“We’re trying to create imagery that represents our brand,” said Valera Nolte, explaining that the company has created a new tagline as well that will be featured on the top panel of each package: “The Best Memories Start In The Kitchen.”
For more on Holstein, see HomeWorld’s August 18 issue, which also includes “The Players,” featuring people to watch in 2015. This issue’s Supermarket Report also profiles Publix and how its customer service strategies have driven regional growth.