BJ’s Wholesale Club has partnered with CBX to revamp its private label packaging. As part of a brands consolidation and redesign project, CBX created hundreds of new designs for the retailer’s Berkley Jensen and Wellsley Farms lines.
According to Kris Modugno, assistant vice president of own brands for BJ’s Wholesale Club, the project streamlined the BJ’s brand portfolio. Instead of having ten different brands, BJ’s consolidated all of its food products into the Wellsley Farms brand, and its non-food products into the Berkley Jensen brand, Modugno explained.
Todd Maute, a partner and private label branding specialist at CBX, said:
“BJ’s Wholesale Club is at the forefront in terms of commitment to the quality of its own brands products, and they needed to design the brands strategically to more effectively communicate this reality. For both Wellsley Farms and Berkley Jensen, the new design systems created are consistent enough to provide impactful identities on shelf and flexible enough to speak to individual product features and benefits, as well as to specific consumer targets.”
CBX included information about the sourcing and certification on the Wellsley Farms product packaging, and the manufacturing and features benefits of the Berkley Jensen products. For example, the cookware packaging emphasizes its German-engineered, triple-ply construction of stainless-steel; the seafood packaging stresses that it is responsibly–sourced and of premium quality.
CBX updated the private label packaging with new photography, logos, fonts and other design elements. For the Wellsley Farms products, the designers emphasized fresh and high-quality properties of the food. They also highlighted the local sourcing of the products, such as “Wellsley Farms Whole-Bean Coffee from Papua New Guinea.”
The redesign project changed more than 800 SKUS at 208 BJ’s Wholesale Clubs across the East Coast. CBX also redesigned pallet skirts, shippers, ads, promotional videos, brochures and other POS materials as part of the project.