Abrir menu

The Dieline Awards - 2018


GDUSA - 2018

Package Design

Vertex Awards - 2017

Silver, Packaged Goods


Sam’s Club

The Wonderful

A Forge by CBX Initiative

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

The Call

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 Work

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