This past week we reported on the impending introduction of a premium private brand by Walmart owned e-commerce site Jet.com. A few pictures and some cool videos of the new brand and its packaging have emerged and the work is simultaneously beautiful and startling.
This packaging is fresh and disruptive, it throws out the conventional notion of private label in favor of brand forward proud artistic design. This is a brand and packaging that exists online and in the home, it does not need to compete on shelf, sell features and benefits or pretend to be just as good as the national brand. It does, however, need to engage at the moment the purple Jet box is opened, create surprise and delight in the opening experience and ultimately build a relationship with the customer
Thankfully the package does not read “Uniquely J” but instead the single J monogram programs the brand.
It remains to be seen how the design will extend and how customers will receive it but I am excited for what appears to be a groundbreaking step forward for private brand.