Branding
Walmart Doubles Down on Kids’ Fashion with Free Assembly Kids
Walmart, continue to focus on growing their fashion assortment of exclusive, elevated Brands that offer customers quality, on-trend and accessible style at an incredible value. They recently celebrated the one-year anniversary of their Free Assembly Retail Brand launch for women and men — a key addition to their assortment of exclusive, elevated brands, which also include Scoop, Sofia Jeans by Sofia Vergara and ELOQUII Elements. Free Assembly, which is designed by the retailer's stellar in-house design team, offers effortless and elevated style essentials without the elevated price tag. On Friday Deanah Baker, SVP, Men’s, Kids, Shoes, Walmart U.S. announced
Velocity Institute Launches With Bold Mission to Change Private Brand
Private label is dead. Private brand will become Retail Brands! CHARLOTTE, N.C. — September 22, 2021— The Velocity Institute (RBI) launched today as a new global professional membership organization committed to advancing retailers and their brands across all categories and channels. Christopher Durham, president of RBI, announced in front of more than 600+ industry executives at the live virtual Innovation Summit this morning. Launching with a founding advisory board of more than two dozen retail executives and solution partner companies, RBI will replace My Private Brand, the groundbreaking thought leadership website introduced in 2008. Christopher Durham, President, Velocity Institute
New Designs for Coop Sweden Inspired by Fibonacci
With inspiration from the Italian mathematician Fibonacci, design agency Bedow has designed the new packaging design for Coop Sweden’s private brand pasta assortment. By allowing the Fibonacci sequence of numbers to guide the graphic decisions, Coop has been provided with a flexible and distinctive design system that clarifies the pasta range and stands out in the shelves. Coop Sweden has grown into one of Sweden’s largest grocers with a vast range of products. Coop’s private brand pasta range struggled with a rather homogeneous look which made it difficult for customers to navigate among the different products. Therefore, the team
JCPenney Rethinks & Redesigns Two Private Brands
Department store stalwart JCPenney continues to attempt to reinvent itself and private brand continues to take a key role in that reinvention. The lateste move comes with the newly reimagined J. Ferrar and Stafford collections bring style and versatility to menswear. The J. Ferrar brand has been redesigned with modern style and comfort in mind, merging tailored suiting with easy to move in products. Now offering an expanded assortment of contemporary pants, shirts, and layering pieces, the J. Ferrar line makes it easy for the modern man to mix and match effortlessly and show up feeling current and credible. The
Superunie Boosts Bio+
Dutch Coop Superunie’s has introduced a redesign of its organic private brand BIO+ created by SGK Amsterdam. The agency was tasked with modernizing the brand and appealing to a wider audience. The existing brand logo, while appropriate for early adopters, was reminiscent of first-wave organic ranges with overt pharmaceutical cues. Consumer expectations have since driven the category forward into a far more mainstream space and BIO+ needed to respond in order to maintain relevance. The team would also need to bring consistency to the brand uniform across the wide range of products to ensure BIO+ had maximum stand out
Target’s Launches Kindfull Pet Food Brand
The cat’s out of the bag ... Kindfull, the new Target private brand dog and cat food, arrives in stores and on Target.com on August 15. More than a year in the making, Kindfull delivers high quality at a value (more than half of the 50+ items are under $10). The assortment of wet and dry food, treats, and toppers include delectable items like Chicken & Brown Rice Recipe Dry Dog Food, Wild-Caught Salmon Recipe Wet Cat Food, and Chicken, Pumpkin & Turmeric Recipe Toppers. In 2020, more families than ever adopted new pets. The majority of Target customers
Custom Foods Rebrands to Custom Bakehouse
Formerly Custom Foods, the “new” Custom Bakehouse name better reflects the 27-year-old company’s focus on its emerging direct-to-consumer lines of mixes that make homemade baking easy for today’s discerning consumer: Marie Callender’s Corn Bread, the newly-expanded Sticky Fingers Bakeries, and the recently launched Shine Bakehouse. The new name also pays homage to the company’s legacy business as a private label co-packer of a wide variety of baking mixes, drink mixes and other products for commercial, food service, and retail customers. In addition to the corporate rebranding, Custom Bakehouse launched an integrated corporate website – www.custombakehouse.com -- providing direct-to-consumer capability. In addition to availability via Amazon.com,
ALDI UK Launches JUST FOR KIDS Garden Range
With this year set to be a more social affair than the last, it’s time to show the kids some love with the UK extension of discount retailer Aldi’s smallest outdoor garden private brand range yet – made just for little ones Available from July 25th through to August12th, shoppers should be quick as with all Specialbuys, once they’re gone, they’re gone. Let little ones catch up on the Wooden Bench and Parasol - complete with a table that is perfect for afternoon snacks or a cooling drink. After a long day of playing, kids will love to put their feet
Macy’s Launches Fashion-Forward Private Brand ‘And Now This’
Today, Macy’s introduced the new private brand, And Now This. The line launching in ready-to-wear and men’s categories for the fashion-forward, contemporary dresser, features effortlessly wearable elevated basics and sophisticated pieces. Made for every moment of the day and every wherever-life-takes-you decision, the brand inspires shoppers to showcase their most authentic self and celebrate unique and evolving style, through trend-forward pieces at affordable price points. Available now at macys.com and select stores, And Now This opens up a world of endless possibilities for customers’ amazing, ready-for-anything life. Durand Guion, vice president, Macy’s Fashion Office “And Now This features elevated essentials
Dollar General Introduces Believe Skin
Discount retailer Dollar General announced today the expansion of its private brand Believe Beauty which originally launched in 2019. The new range will be called Believe Skin and will include 11 vegan and cruelty-free products priced at $5 or less. The line was developed by Maesa and features a moisturizer, cleanser, exfoliating pads, and more. “Following our customers' positive reception of our Believe Beauty brand that first launched in 2019, we are excited to introduce new skincare products that encompass both the quality and affordability customers trust from Believe," Amanda Wilson, Dollar General's senior buyer of beauty care, said in
