Dollar General


Brand Strategy Document


To establish a framework for the creation of verbal and visual elements of rebranded Dollar General house brands


DG’s house brands include everything from baby clothes to dog food. Working with Proteus Design in Cambridge, MA, we developed the brand architecture and positioning of each DG product line, formulated “image usage criteria” that would direct designers on the types of imagery they should choose for packaging, wrote packaging copy, participated in naming and tagline brainstorming sessions, and created a process by which DG personnel could find a brand home for any new product they chose to roll out.


• Successful client buy-in

• National rollout of new brands in over 9,000 stores nationwide