The private label team at a national retailer was at a crossroads as they began to expand their PL presence. They had stores in every state with over 1200 Private label SKUs across ~12 brands. Their internal creative team was struggling to keep up with new products and refreshes of current PL Brands, and their budget was not likely to increase substantially to grow the business. Furthermore, their artwork and brand identities were inconsistent without clear messaging, which needed to be improved at the same time. They wanted some “out of the box” thinking.
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