Online wholesaler Boxed added a new line of beverages, Stellar Seltzer, to its private brand, Prince & Spring this month.

With Stellar Seltzer, Boxed brings its brand flare to a consumer-favorite, delivering a lively, elegant, and refreshing experience. Whether in-hand or in the fridge, Stellar’s design is eye-catching and opulent. When drinking a Stellar Seltzer, you’re encompassing the feeling of creating memories beneath the nighttime sky.

Each label is infused with Prince & Spring’s signature sleek personality, flaunting a midnight blue backdrop with decorative constellations and fireworks of color that represent four unique flavors: grapefruit, lemon, tangerine, and lime. The Stellar label differentiates itself from traditional sparkling waters with a “day-to-night” theme that invites consumers to not only enjoy at work, but also during weekend escapades while out with friends. Stellar Seltzer is a celebration of life, imagined being toasted under the stars.

“It was important for us to create a visual story that would bring Stellar to life,” Monica Kim, Private Brand Designer at Boxed, said. “Inspired by the amazing moments people celebrate, the brand name and graphic elements allow the Stellar brand to stand out in the category. We’re excited to introduce Stellar to the Prince & Spring label and plan to continue to expand our flavors in the future.”

Stellar was developed after countless taste-tests to strike the right balance of effervescence and flavor. Each sip provides a delightful, delicious combination of carbonation and fruitiness as soon as it hits the pallet.

The launch of Stellar follows on the heels of other brand-forward Prince & Spring product launches, including LYT Water, Jackpot Popcorn, and Fruitmojis, and continues on the path of a “true-brand” private brand strategy that integrates all the accoutrements and brand strategies typically only applied to national brands.

Jeff Gamsey, VP of Private Brands, Boxed will present at the Velocity Conference next week in Charlotte, NC.

“Developing true-brand products helps Prince & Spring products delight new generations of shoppers that don’t just like to save, but also crave something that is unique, delicious, and engaging,” Jeff Gamsey, VP of Private Brands, said.

This is the 106th addition to Prince & Spring, the premium private brand from From its beginning, Prince & Spring has reimagined what a private label can be by innovating and developing products that go far beyond the traditional footing of “quality and value.” The private brand team works hard to infuse every item with creativity, personality, wit, and elegant design. From Organic Fair Trade Coffees, Organic Applesauce Pouches, Ultra Soft Bath Tissue, Fruitmojis, and Premium Dishwasher Packs, Prince & Spring’s growing assortment of over 100 items provides premium essentials in club-pack sizes for home, work, and life.


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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.