Over the last few weeks, we have run several stories on the introduction of private brand at Walmart owned Jet.com. This post comes complete with a collection of sexier images of many of the products we have shown earlier and some insights from the agency who designed the Uniquely J.

Working with brand design consultants Elmwood for the execution and creative direction of the Uniquely J launch, Jet.com has introduced a private brand designed with an identity for the disruptive e-commerce scene-stealers.

The brand’s illustration style creates a uniquely playful experience that definitively breaks with the traditional codes of the old school private label industry, delivering shareable moments both online and offline with illustrations and packaging that tell a story.

Uniquely J is set to disrupt the e-commerce experience by injecting more fun into shopping for groceries online. The agencies strategic response was grounded in an understanding of the urban millennial audience and the shifting dynamics of e-commerce and retail.

“Urban millennials expect brands to deliver emotional connections as well as functional benefits”, says Camilla Crane, Director of Strategy, Elmwood. “They consistently seek out moments that surprise and delight. The opportunity here is to reimagine private label, making it an innovative brand in its own right—one that delivers moments of ‘wow,’ excitement, and that all-important consumer smile.”

The name, Uniquely J, sets up the unique brand experience the consumer will receive from Jet.com’s store brand. The private brand includes household and grocery products with a focus on quality ingredients.

The abstract illustrations leave a unique impression across every brand touchpoint and go beyond a simple mark or symbol. The large illustrations amplify the premium qualities of the range, while a small Jet.com logo serves as mark of quality provenance. Engaging use of copy on pack communicates the brand’s offbeat and lively nature.

Ben Greengrass, Creative Director, Elmwood, says: “The element of fun in the packaging is dialed up or down depending on the product. For example, the illustrations for storage bags are defiantly offbeat, whereas coffees feature edgy, yet beautiful illustrations of tigers, skulls and even a gramophone, which imbue the product with trust. The design is also gender neutral.”



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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.