BJ’S Rethinks Private Brands

BJS FrontHundreds of new Berkley Jensen and Wellsley Farms packages are hitting the shelves at BJ’s Wholesale Club thanks to a recent own brands consolidation and redesign project.

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.”

BJ Wellesly FarmsTo 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.

BJ_fine_look_00013_RGB_Edit_150911_HiRes_1Graphically, 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.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.