BJ's wanted to simplify its thirteen private label brands. Through both qualitative and quantitative research it was determined where there was value and equity in BJ's existing brands which lead to the consolidation of the various brands to the Wellsely Farms and Berkley Jensen Brands. 

​

From there, we worked closely with our agency CBX  to help define each brands personality and traits, in order to develop standards for both product and packaging.

 

 

​

​