Casey’s General Stores, an Iowa-based convenience store chain that operates 2,300 stores in 16 states, made a strategic growth decision to launch their own private label program. The product line offering includes 100+ new, low-price, high-quality snack and beverage products under the Casey’s private brand. The goals of the new program were to meet the needs of the Casey’s shopper, elevate the brand, and drive impulse buys.

Lundmark was challenged to develop a Casey’s private label brand for packaged goods that would reflect the brand the shoppers have grown to trust. The design would cover a wide range of products from chips, jerky, nuts, and snack cakes, to beverages, plasticware, and automotive supplies.

It was important to build the brand and create a full-store billboard effect with the new items. We chose to focus on the iconic Casey’s barn and rooster with the red brand color across the product line. The top third of the package reflected the new Casey’s brand followed by the product name and descriptor. This allowed for a clean and appealing package design that created a dominant effect in the stores and easy shopping experience.