Founded in Chicago in 1926, the Independent Grocery Alliance (IGA) brings together and supports independent, family-owned grocery stores. Among the services it offers, the group provides exclusive private-label products sourced from local and independent farmers, at affordable prices.
Today, IGA has chosen to launch a new private label of Italian products, selected in line with the group’s values: made by independent producers in Italy for independent retailers in America.
In addition to creating the name, visual identity, and packaging for the new brand, Break was asked to consider the future need to also sell product selections from other countries. The agency therefore created a two-tier brand architecture.
Merchant’s Choice is the new mother brand elevating premiumness and visibility, expertise, and trust: just like a grocer, a merchant selects and buys food. Merchant’s Choice travels the world to select best-in-class products.
That’s Italy on the other hand, is the distinct product brand delivering the full-range offering. It was designed around a clear statement: "these products do not look Italian: they truly are".
Far from generic Italian cues, That’s Italy Italy aims to point to a consumer experience, to become a destination, a piece of Italy you can bring home with you.
Consistently, name and visual identity deliver an immersive promise with the vibe of an Italian postcard from the 1950s, enriched by the flag’s color palette and authentic storytelling.
Packaging conveys provenance, craftsmanship, and premium quality while remaining accessible for everyday shopping.
Thanks to a very unique architecture approach, the Merchant’s Choice validates authenticity across origins, while That’s Italy enables future line extensions - e.g. That’s France - in an innovative and modular system.
