December 11, 2014 09:30 ET

CBX Packaging Redesign for A&P Honored in Store Brands Magazine's Annual Innovation Awards

New Design Gives A&P's Popular America's Choice Brand a Cohesive, Visually Consistent Identity at the Shelf

NEW YORK, NY--(Marketwired - Dec 11, 2014) - CBX, the brand agency and retail design consultancy based here, has been recognized by Store Brands magazine for the new packaging design it created for The Great Atlantic & Pacific Tea Company's (A&P) America's Choice brand. A&P was named winner of the Redesigned Product Line award in the Packaging Design category as part of Store Brands' fifth annual Innovation Awards program.

According to CBX's entry, the America's Choice brand enjoyed a high level of recognition and trust for its quality and affordability among A&P customers, but its visual presentation was disparate and inconsistent across different product categories, causing the brand identity to be lost at shelf. 

The new design developed by CBX presents the America's Choice name in white against a bright red banner that is featured on all products in the line. "The new look and feel captures the innocence and cheerfulness of the America's Choice brand and better connects with the consumer at an emotional level," the magazine noted. "The new, consistent, dependable visual architecture, meanwhile, improves shopability and brand loyalty."

CBX Partner Todd Maute added: "The redesign created a visually consistent brand with a unique personality that is maintained throughout the store."

About CBX 
CBX specializes in creative marketing services including: branding, retail design, packaging and promotional programming. The company, with its current staff of more than 160 employees, was founded in 2003 and has a client base that includes: Dr Pepper Snapple Group, General Mills, Kimberly-Clark, Scotts Miracle-Gro, A&P, Pathmark, Saks Fifth Avenue, Lord & Taylor, Shinsegae, Walgreens and Wawa. In addition to its New York City Headquarters, CBX has offices in Minneapolis and San Francisco. CBX was named a "Design Firm of the Year" in Display & Design Ideas magazine's 2013 Portfolio Awards.