Shikatani Lacroix

White Swan Goes Green

A trusted consumer value brand since 1926, White Swan bathroom tissues, paper towels and napkins were facing increased competition from other value names and needed to stand apart on store shelves. Shikatani Lacroix was called in for a complete packaging redesign spanning a full range of product lines and sizes, and reflecting a bold new environmentally friendly positioning.

The main challenge was to achieve differentiation between White Swan and competitive brands by taking White Swan packaging to a new level in color and design. The labels needed to leap out at consumers in stores, communicating the new environmental friendliness and recycled content of the product, yet keeping in line with the White Swan brand values.

SL was able to explore a range of concepts, leveraging environmental colors and cues. A fresh version of the White Swan logo was created, along with environmental communication banners, a recycling logo, inclusion of Nature Canada information, and accommodation of a variety of related copy. The design is flexible across the entire product line, and leverages the White Swan brand.

The fresh new environmentally friendly White Swan packaging was well received in stores. Consumers appreciate the way White Swan cares for the environment, and its commitment to raising eco-awareness through its packaging and website. As a major supporter of sustainability and recycling initiatives, SL is proud to have participated in this important project.

Going for a LOOP

The City of Waterloo commissioned Shikatani Lacroix to brand and develop a wayfinding program for a three-kilometre trail that links various key historical and public landmarks as part of a pedestrian path. The path tends to zigzag through the city and as such, junction points became very critical in ensuring visitors aren’t confused.

The path covers a wide area and required a strong architectural / signing 3D design element to unify the program’s components. There is visual clutter within the downtown core (traffic signs, parking signs, event banners on light poles, retailer signs), and the new wayfinding system cuts through this clutter without seeming promotional. Some of the landmarks are not clearly visible from the pathway, and SL’s solutions included reminder signs to help bridge the different areas. SL divided the path into three routes and provided colour coding for each to simplify navigation. As part of the program, SL developed a banner-style signing system using aluminum-painted panels to clearly define paths.

Well-known for its East-Coast friendliness and Italian-inspired menu of pizza, pasta and salads, Pizza Delight started out as a small take-out restaurant in New Brunswick and is now one of the most profitable family restaurant chains in the country.

As competitive threats emerged in its core markets, Pizza Delight recognized the need to redefine its consumer experience and brand personality, and to better leverage its equities in new regions. Shikatani Lacroix was retained for the challenge, with the task of designing a new restaurant prototype to reflect the renewed brand identity.

As Pizza Delight is predominantly a franchise-based company, incorporating the friendly nature and capable talents of its franchisees was critical in creating a cost-effective new consumer experience. The new prototype had to effectively compete with larger chains, and needed to consider not only a new brand experience, but also new food offerings including additional premium wines and signature desserts. The design outcome needed to highlight Pizza Delight’s Canadian roots and steer away from a fast-food image.

Analysis and brainstorming sessions showed a marketplace need for a pizza-anchored chain with higher-quality food offerings and a relaxed environment for families and couples. SL developed a range of concepts and applied them to online studies to identify and meet consumers’ unfulfilled needs. Prototype drawings leveraged a new identity and reinforced a higher-quality image.

The exterior design uses cultured stone and unique awnings to emphasize windows and the main entrance. Signage and lighting provide strong curb appeal at night and promise a more intimate and casual dining experience. Inside, customers are greeted by a wine display that reinforces Pizza Delight’s commitment to a great wine selection.

Wood floors and cultured stone ensure the new interior is warm and welcoming, and ties in with the exterior. A unique open kitchen featuring a gas-fired brick oven serves as the focal point. New paintings on Pizza Delight’s signature octagon pizza box depict local landmarks, reflecting strong community spirit. Design elements are carried through the new menu as well.

The new Pizza Delight prototype restaurant opened to rave reviews from both the surrounding community and the restaurant’s franchisees. Sales have greatly increased, and customers have embraced the new brand identity and menu offerings.

In the fall of 2005, the two-time World Series-winning Toronto Blue Jays strengthened their new identity by launching a stand-alone store in the Eaton Centre to provide fans with greater access to an ever-evolving line of official merchandise. The store became a huge success, not only from a sales perspective, but also as a new merchandising channel attracting wider consumer appeal.

Based on the success of the Eaton Centre Jays Shop, and as part of a Rogers investment and re-branding of the Toronto Rogers Centre (formerly SkyDome), the Blue Jays Baseball Club initiated another exciting project to build the largest team store in Canada. Adjacent to a major stadium entrance in a previously under-utilized and vacant space, the new 8000-square-foot store would showcase the organization’s wide range of branded merchandise, as well as reinforce the team’s important Major League presence. The store would also highlight elements of the Rogers Centre’s architectural character, including its retractable roof, and emphasize its status as one of the world’s premier sports venues.

Responsible for the successful design of the Toronto Eaton Centre Jays Shop, Shikatani Lacroix was again retained to develop this new Jays retail experience catering to a wide audience of both new and seasoned fans.

Although well-established, the Jays are a fairly young team in comparison to their U.S. franchise competitors; as such, the new store design would ideally leverage the Jays’ energy and youth while clearly showcasing their roots with the Rogers Centre and Toronto. As the store would be accessible from both the seating concourse and Entrance Gate 5, it was crucial to create visibility and ensure it would command attention. In addition, the new landmark and baseball shrine would have to be completed in three months, in time for the spring home game opener.

The Shikatani Lacroix design team leveraged their past experience with the Jays and explored design solutions that fuse key architectural aspects of the Rogers Centre with the new high-energy Jays identity and team images. The store entrance features a one-of-a–kind retractable roof that allows it to extend fifteen feet into the main seating concourse, using stage theatrics to showcase key architectural elements. A pre-game event featured music and a lights show as the store roof retracted for the first time to the delight of eager fans. A three-dimensional ‘Stadium Edition’ sign helps differentiate this store from the Eaton Centre Shop and other official store locations. The store’s wide entrance and window displays featuring the newest merchandise are complemented by strong lifestyle images on either side. The floor pays homage to the Rogers Centre with an embedded baseball diamond, complete with inaugural 2007 home plate. Accented with acrylic-framed baseballs, the customer service stations reinforce the rich history of both the team and the game. Shoppers are drawn to the back of the store, where the largest hat wall in North America features over 150 different hat styles arranged on fans’ heads to mimic stadium seating. A circular secondary service counter handles traffic overflow with ease and style, featuring a large baseball-themed overhanging sign. Large-scale wall graphics complete the store experience, and a new kids’ section, Ace’s Club House, boasts a three-dimensional life-size statue of the team’s mascot. Strategically placed large-format LCD screens with real-time game feeds ensure fans never miss a play.

The Jays Shop, Stadium Edition opened on schedule to throngs of excited fans and initial sales beyond the team’s expectations. With never-before-seen sales records, the new store is on its way to making baseball history.

The team is thrilled with the store design, explains Toronto Blue Jays Baseball Club Merchandising Director Anthony Partipilo: “Today, shopping is entertainment. Shikatani Lacroix’s design for the Jays Shop Stadium Edition delivers a ‘Vegas-like’ experience. The large open space, spectacular images and unexpected grandeur of the entrance and Hat Wall, all build an excitement about the store that resonates with our fans – they love it!”