CBX revamps own brands identities at BJ's Wholesale Club

Hundreds of new Berkley Jensen and Wellsley Farms packages are hitting the shelves at BJ’s Wholesale Club thanks to an own brands consolidation and redesign project in partnership with CBX, the brand agency and retail design consultancy.

The brand consolidation project streamlined the BJ’s brand portfolio to create greater clarity, awareness, and focus, explained Kris Modugno, assistant vice president of own brands for BJ’s Wholesale Club. “Instead of managing ten separate own brands across multiple categories, as we did before, we have now rolled our food items into Wellsley Farms and our non-food items into Berkley Jensen –both have the strongest brand equity and loyalty among our Members. The result is a rationalized platform of own brands, which better positions BJ’s Wholesale Club for future growth.”