Jet Radically Rethinks Private Brand

This past week we reported on the impending introduction of a premium private brand by Walmart owned e-commerce site 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.


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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.