Our New York studio has created a new private label brand to meet the needs of 21st century millennials.
Delivering both the strategic direction and the creative execution of the Uniquely J brand, we have created a brand experience that will build on the emotional connection Jet has with its consumers, meet the needs of 21st century urban millennials and transform perceptions of private label.
A strategy delivering ‘wow’
Challenger brand Jet is known by consumers for its customer-focused online shopping experience, its transparent pricing, its algorithm that always delivers the best price possible, and its fun and quirky personality.
With the launch of Uniquely J, Jet aims to strengthen its consumer connection by injecting more fun into shopping for groceries online, and to put the consumer experience first – moving their relationship from transactional to emotional.
“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.”
Elevating the brand experience
The name, Uniquely J, sets up the unique brand experience the consumer will receive from Jet’s store brand, which includes household and grocery, with a focus on quality ingredients. And a bespoke illustration style for each category strikes a balance between credible and playful.
The abstract illustrations leave a unique impression across every brand touchpoint and go beyond a simple mark or symbol. Illustrations also reflect the premium qualities of the range, while a small Jet logo features off centre on front of pack. Engaging use of copy on pack communicates the brand’s offbeat and lively nature.
Ben Greengrass, Creative Director, Elmwood, says: “The element of fun in the packaging is dialled up or down depending on the product. For example, the illustrations for storage bags are defiantly offbeat, whereas a coffee SKU features an edgy yet beautiful illustration of a tiger which imbues the product with trust. Design is also gender neutral.”
Crane adds: “Digital shopping has become the norm among urban millennials, but there is a clear role for both online and instore shopping in the near future. The consumer brands that embrace this unpredictable retail landscape and learn to flex seamlessly between digital and physical channels, while offering consumers something unique, will win. That is what we have delivered for Uniquely J.”
This new creative approach appears across 60 SKUs now, with plans to roll the concept out further in the future.
Take a look at the case study.