Elmwood Leeds


The Challenge
Competition in the e-commerce retail space is heating up. As a relatively new e-commerce platform Jet, part of Walmart, had a reputation to build. And a mission to fulfil – to make shopping more transparent, more efficient and at the same time, a little more fun. Together we set out to appeal to urban millennials and to redefine how a private label brand should appear and behave in an online world.

The Insight
Many private brands are built to deliver on the traditional value equation of acceptable quality at lower prices. But Jet’s urban millennial target audience is looking for more. They want products that consistently deliver moments of surprise and delight, without compromising on quality or price. They want elevated everyday experiences that start a conversation. Products they can be proud to display in their homes and experiences to share with friends.

The Idea
As an online-only platform, we had to think beyond the traditional retail shelf to deliver moments of Wow! across the entire consumer journey – not just through the packaging. The name we created, ‘Uniquely J’ establishes a clear connection to Jet and sets consumer expectation from day one.

We unlocked a world of illustrators from 3 continents to transform the packaging into unique pieces of art and create the perfect expression for any given category. Designed to elevate the everyday, the range is fun, unexpected and memorable. Our designs embrace a sense of curiosity and imagination, relentlessly pursuing a moment of delight – but without losing the familiarity and trust consumers expect.

The Impact
It’s early days but the initial buzz is high, even being dubbed as “almost too pretty to use” by Buzzfeed. Uniquely J is primed to set a new standard for the online product experience for today’s consumer.

“Elmwood have been collaborative partners throughout the process from inception to development. They understand the merchant's needs while continuing to focus all iteration and development around the brand identity. Through their ability to push creative boundaries, we have brought a brand to market that we believe will innovate and disrupt.”
Laura Kind | Associate Director, Brand Management for Private Brands – Jet

Date created: October 2017 2017-10-01T00:00:00+0100
Date published: 12 December 2017 2017-12-12T12:59:12+0000


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Annual 2018 ShortlistUniquely J – Private label for a digital worldPackaging Project featured: on 13th December 2017 Contributor:

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Uniquely J – Private label for a digital world