The project streamlined the BJ’s brand portfolio to create greater clarity, awareness, and focus, explained Kris Modugno, assistant vice president of own brands for BJ’s Wholesale Club. “Instead of managing ten separate own brands across multiple categories, as we did before, we have now rolled our food items into Wellsley Farms and our non-food items into Berkley Jensen –both have the strongest brand equity and loyalty among our Members. The result is a rationalized platform of own brands, which better positions BJ’s Wholesale Club for future growth.”
To enforce consistency, New York based design agency CBX used the pack as a vehicle for sharing stories about both the high-quality sourcing and certification of all Wellsley Farms products, and the best-in-class manufacturing methods and beneficial features of products in the Berkley Jensen line. That might mean emphasizing the German-engineered, triple-ply construction of stainless-steel cookware, or highlighting the responsibly-sourced, premium-quality seafood.
Graphically, the design uses all-new photography, logos, fonts and other visual and narrative elements. “Oversized photography, as well as strong, bold color highlighted the features and benefits on packs for both lines and gave us lots of flexibility with which to tell the stories of these brands.
For Wellsley Farms, the design employs a consistent structure to underscore attributes such as “fresh” and “quality.” As well as emphasizing the sourcing of products—whether it is Wellsley Farms Whole-Bean Coffee from Papua New Guinea or its Italian Marinara Sauce made from San Marzano tomatoes.
The comprehensive brand extension affects more than 800 food and nonfood SKUs at 208 warehouse clubs across the East Coast. As part of the project, pallet skirts, shippers, ads, promotional videos, membership brochures and other touch points were also redesigned to reinforce the overall brand experience.
“This new approach will help educate our Members on how these own brands products meet their needs of value, freshness, selection and quality,” said David Atkins, vice president of own brands for BJ’s Wholesale Club.