The private brand program at BJ’s Wholesale Club was spread across nine different brands, resulting in inconsistent brand awareness and lack of clarity, plus certain brands were not meeting their share goals. BJ’s consolidated their portfolio under the two strongest brands, and needed a differentiating story and brand image for each that could be communicated across 800-plus SKUs.
Superior product quality was core to their program and became the foundation of the brand meaning, purpose, and design strategy. The Wellsley Farms brand formulated and sourced food from the best manufacturers around the world, so we leveraged heroic, appetizing photography, an iconic brand mark, and special certifications to bring this story to life.
Similarly, everything in the Berkley Jensen brand was thoughtfully engineered, down to the most minute detail. This was brought to life with a strongly structured packaging architecture that includes an organized corridor of key features and benefits, alongside heroic product photography. These new brand visuals put BJ’s commitment to bringing only the very best to its members front and center.
"Instead of managing ten separate own brands across multiple categories, we have now rolled everything into our two strongest brand equities with the most member loyalty-- Wellsley Farms and Berkley Jensen. The result is a rationalized platform of own brands, which better positions BJ's Wholesale Club for future growth."Kris Modugno, assistant vice president of own brands for BJ's Wholesale Club
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