A private equity investment firm had acquired New Seasons, a beloved local grocery chain with a fervent following. They were eager to build on that success, but also aware of the potential pitfalls. Enter Ziba’s research, branding, and environments teams. It was our job to “nail” the DNA of the New Seasons brand and codify its values, so they could scale up efficiently, with 100% brand fidelity.
The New Seasons shopping experience is local, artisanal, but also welcoming and a bit irreverent—just as its Pacific Northwest customers expected. Ziba went to work capturing that spirit in a revamped house brand, including visual identity, Partner Brand products, wayfinding, and dozens more elements. We also developed a complete strategy and story, to help new stores understand the local sourcing partnerships, the personality and the humor that define the brand.
New Seasons’s “Partner Brand” launched successfully in 2017, and within a year the entire chain was experiencing double digit sales growth. They’ve since added 7 new locations, with every store quickly becoming a local favorite.
“Ziba was able to provide the strategic resources, creativity and the strong discipline needed to help New Seasons distill and define our brand essence and platform. We worked collaboratively with Ziba throughout the process and they have been great partners to us.”
Because "private label" and "house brand" don't do justice to the intimate relationships they've built with local producers.