Creative Agency: Elmwood
Project Type: Produced, Commercial Work
Packaging Content: Foods and home goods
Location: New York, USA

Walmart-owned Jet.com launches disruptive private label brand Uniquely J with strategy and identity by Elmwood
Walmart-owned online retailer Jet.com, today launches its own private label, Uniquely J. The range of foods and home goods is a new challenger in the battle for market share in the rapidly emerging e-commerce private label category and represents a radical new direction for branding in the private label category.

Brand design consultancy, Elmwood, delivered the strategic direction, naming and creative execution of the Uniquely J brand experience, from online shopping environment to packaging design.

Elmwood has designed a brand experience for Uniquely J that meets the unique needs and shopping behavior of the 21st Century urban millennial, while breaking traditional category codes of the private label grocery brand.

A strategy delivering “Wow”
Competition for dominance in the e-commerce retail space is fierce, and relatively new online challenger Jet.com sought to build a brand for the ‘urban millennial’ that made shopping more transparent, efficient and fun.

With help from Elmwood, Jet.com launched its own private label range, Uniquely J, with the aim to disrupt the e-commerce experience by injecting more fun into shopping for groceries online. Elmwood’s strategic response was grounded in a detailed understanding of the urban millennial audience and the radically shifting dynamics of e-commerce and retail.

This deep immersion provided the foundation for Uniquely J online and offline, both across the physical pack and the online shopping experience. By placing emphasis on delivering an emotional experience and shareable moments, the Uniquely J brand is set to drive a reappraisal of the entire private label sector.

“Urban millennials expect brands to deliver emotional connections as well as functional benefits, says Camilla Crane, Director of Strategy, Elmwood. “They consistently seek out moments that surprise and delight. The opportunity here is to reimagine private label, making it an innovative brand in its own right—one that delivers moments of ‘wow,’ excitement, and that all-important consumer smile.”

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