OXXO is the largest convenience store chain in Mexico. In 2004, it decided to launch a series of private label brands. Interbrand was hired to develop the names, visual identities, and packaging for these new brands.
The process consisted of extensive quantitative and qualitative research, from which Interbrand gained important insight. One of the key findings was that customers would be willing to pay the same price (and in some cases a higher price) for OXXO private label brands, even if there were other prestigious brands in the store.
So far, OXXO has implemented five of these new brands in Mexico including, Punto Amarillo (its new fast food concept), Luna Blanca (dairy products), Del Marqués (groceries), Pikos (snacks), and Persuav (personal care) to great success.