The Call
Sam’s Club’s own brand, Member’s Mark, was generic and lacked excitement. They wanted to elevate the brand image to reflect the true quality of their products. The ask: Create a clear and ownable brand and design strategy to express their merchants’ rigorous sourcing process and to surprise and delight their members.
What we did
Purpose & Meaning
Brand Voice & Messaging
Design Strategy
Package Design
Design Rollout
Photography
Copywriting
Production
The Work
Our team developed a brand story called “The Wonderful Quest.” CBX focused on crafted color and texture, hand-tooled typography, and emotive photography to bring consumers along for the visual journey and product experience. We used these visual cues to offer members unexpected moments of discovery: transporting them to the place of products’ origins; tempting their taste buds with intriguing flavor depictions; and giving them distinctive product backstories that speak to the quality and expertise exclusively offered only by Sam’s Club. The execution gives members a sense of discovery every time they shop the aisles. CBX designed countless SKUs across multiple categories… from pots and pans and imported dried fruits to sangria and single-origin coffee. The new brand image delights members at every turn.
The Impact
- 300+ new SKUs launched in under a year
- Penetration grew steadily
- Member perception of the brand was elevated
- Won a Vertex Award
- Won GDUSA Award
