BJ’s Revamps Private Label Brands

BJ’s Wholesale Club and CBX, a brand and retail design consultancy, have announced that “hundreds” of new packages under the retailer’s Berkley Jensen and Wellsley Farms private labels are rolling out. The rollout is part of an own-brand consolidation and redesign project.

To enforce consistency, CBX used packaging as a vehicle for sharing stories about the high-quality sourcing and certification of all Wellsley Farms products, as well as the best-in-class manufacturing methods and beneficial features of Berkley Jensen products. Features about Berkley Jensen might focus on the German-engineered, triple-ply construction of stainless-steel cookware, the companies noted.

Graphically, CBX employed design architectures with new oversized photography, logos, fonts and other visual and narrative elements.

The branding initiative affects more than 800 food and nonfood SKUs at 208 BJ’s warehouse clubs. As part of the project, CBX also redesigned pallet skirts, shippers, ads, promotional videos, membership brochures and other touch points.

According to the companies, the brand consolidation project streamlined the BJ’s brand portfolio to establish greater clarity, awareness and focus.

“Instead of managing 10 separate own brands across multiple categories, as we did before, we have now rolled our food items into Wellsley Farms and our non-food items into Berkley Jensen: both have the strongest brand equity and loyalty among our members,” said Kris Modugno, BJ’s assistant vp/own brands. “The result is a rationalized platform of own brands, which better positions BJ’s Wholesale Club for future growth.”

Todd Maute, a partner and private label branding specialist at CBX, said, “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.”