The Fairway Collection

The Fairway Collection

How does an independent regional market position its in-house label to compete with well-established national brands? By rethinking dated notions about product display with straightforward design solutions aimed at grabbing the attention of even the most distracted shopper. 

Fairway is an iconic New York City market known for its vast selection and hard-to-find products, including a growing roster of private labels. Mucca was tasked with rebranding their basic and premium product lines, with hundreds of SKUs between them. 

Fairway has strong brand equity and popular private label products, but its packaging system lacked consistency, shelf appeal, and most importantly, a point of view. They needed a redesign that clearly differentiated between the lines, while giving them a stronger presence in the store.

This carefully curated line of premium products is sourced from all over the globe. 

With a minimalist but warm approach, a striking black color palette and a distinctive typeface, the packaging has an elegant presence on the shelf, forming an oasis of quiet sophistication.

The resulting spike in sales proves that a whisper can be heard over a shout.

The redesigns have given Fairway a shelf presence strong enough to compete with deep-pocketed brands many times their size, even without an advertising budget or marketing support. With select products leading sales within their category, the project is a prime example of how smart design can add measurable value to a company’s bottom line.