In June Bentonville, Arkansas-based warehouse club store Sam’s Club announced that it would launch three new Private Brands created by the San Franciso, California-based branding and design agency Michael Osborne Design.
Artisan Fresh, a selection of premium food products ranging from baguettes to apple pies quickly made it into stores, However the other two brands: Simply Right, a personal care collection including diapers and pet care; and Daily Chef, which includes grocery staples such as olive oil have been a bit slower to flow into my local store.
Below is a collection of photos from a recent store walk featuring Simply Right. This is definitely a modern upgrade from the dated Members Mark packaging, interestingly many of the packages feature a page peel effect in one of the corners that reassure club members, “Members Mark is now Simply Right. Same quality – Fresh new look.”
Over the last few years many retailers have jumped with both feet into consolidating their Private Brand portfolio, it is nice to see a retailer who has chosen to create a portfolio strategy that is customized to their needs instead of simply following the rest of the pack.