Rebranding Success: Transforming a Stale Identity

A comprehensive update of Staples private label packaging system. The system spanned thousands of products in multiple categories for North American retail operations, including adaptations for Canada and Europe. The first three categories to be addressed were supplies, technology, and furniture.

Objectives:

1. Elevate Staples brand presence throughout the retail environment.

2. Improve shopping experience for customers.

3. Maintain overall packaging costs.

Key Insight: value = price + quality

Guided the creative team through a series of conversations with key stakeholders and reviewed data from the customer insights team. The key finding was the expectation customers had that a private label brand should provide a better value than national brands.

Validation

In follow-up research, 77% of customers were able to correctly rank the packaging in the good/better/best progression, and were better able to identify the product they wanted. This significantly improved their shopping experience. When asked to compare packaging, 83% of customers indicated they thought the new packaging contained a higher quality product than the old packaging. We saw a parallel increase in positive word association with Staples brand products.