EXPERTISE / FOOD

Hy-Vee That's SmartTM Case Study

That's Smart
Hy-Vee Color Logo

Who They Are

Hy-Vee is a regional supermarket chain operating more than 240 stores across eight states.

How We Helped

Brand Identity & Naming / Package Design / Point-of-Sale Materials / Creative Development

Overview

Thousands of brands compete for a place in a customer's shopping cart at the grocery store. Hy-Vee recognized the need for a fresh and modern rebrand to keep an older line of value products competitive, and turned to Meyocks to design and promote the brand refresh.

Situation

With so much competition on the shelves, brands have to stay up-to-date to grab customers' attention in the supermarket aisles. Hy-Vee's value product line had received only subtle packaging updates over the last 20 years. The design of the line was due for a refresh. Meyocks was asked to develop a fresh and clean look, along with a name change, that would reinforce the shopping decisions made by price-sensitive customers.

Hyvee That's smart logo

Solution

From a long list of options, Hy-Vee chose That’s SmartTM — a name intended to assure customers that the brand is a wise purchase. The bright green logo with its fresh illustrative style immediately grabs the attention of customers, while the clean and modern design conveys the value-priced nature of the product line.

That's Smart Pancakes Icon
That's Smart Tacos Icon
That's Smart Tissues Icon
That's Smart Sandwich Icon
That's Smart Hamburger Icon
That's Smart Cookies Icon
That's Smart Mixed Veggies Icon
That's Smart Cat Food Icon
That's Smart Coffee Icon
That's Smart Wafers Icon
That's Smart Rice Icon
That's Smart Cups Icon
That's Smart Paper Towels and Green Beans Food Package Design That's Smart Peanut Butter and Powdered Sugar Food Package Design That's Smart Cottage Cheese and Paper Plates Food Package Design

The clean look was carried across a variety of promotional materials, including shelf talkers, window banners, an endcap header and a standee. The products featured in the line are typically placed in different categories throughout the store, but a unique endcap design allowed the entire line to be featured together. This helped emphasize the product line as new — and maximized the visual impact of the new design.

Results

The That's SmartTM brand rollout and transition from the previous value line design were a success. Currently, there are more than 200 That's SmartTM items making their way from the shelf into savvy shoppers' grocery carts. Store data showed double-digit growth in units sold compared to sales of the previous value brand over the course of That's Smart'sTM first year on the shelves.

Mean More
Double
Digit

First year growth percentage

Update

Since its launch, That's SmartTM has won several awards for package design, including a Vertex Award.

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