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LAKELAND, Fla. -- Publix Super Markets here can now be considered a crack retailer by design. The chain's internal brand team has been named "In-House Design Group of the Year" by HOW Magazine, a national publication based in Cincinnati, Ohio, that serves graphic and design professionals.
Publix relies on a team of 45 associates, including designers, copywriters, production coordinators, packaging/labeling specialists, and ad-production coordinators, to create everything from corporate identity and packaging to signage and point of purchase displays. It is that commitment to creative that has paid off not only in terms of sales and market share dominance, but also in recognition by the design community.
"Publix submitted several samples for the International Design competition early in the year," Publix spokeswoman Maria Brous explained to Progressive Grocer. "For In-House Design Group of the Year, HOW determines the finalists based on earlier works submitted to them from previous competitions." Last year's winner was Starbuck's, she said. Publix is being recognized in the magazine's October issue.
In 1989, the Publix team was composed of just four designers. Today, the team of 45 is responsible for creative development for the traditional Publix brand, Publix Premium brand, GreenWise Market brand, and Publix Deli, Bakery, and Pharmacy brands.
"Design disciplines allow our customers to recognize the Publix brand," Brous added. "We work hard to meet and exceed our customers' expectations of our brand, and this includes packaging and design. Our customers have overwhelmingly expressed a positive reaction for our new packaging. Being recognized by "HOW magazine" is not only an honor, but also a reinforcement to our customers' positive reaction to our new brand design."
In addition to this award, Publix in the past has garnered other design-related honors, including Gold and Silver ADDYs, Best of Show, Charlie awards, and a National ADDY award.