Private Brand: Paperbird
Retailer: Wakefern Banners
Country: United States
Category: B1. New Brand
Agency: Pearlfisher/SGS Co.


SGS Co., Production Team.
Laura Kind, VP Brand Strategy, Wakefern
Glenn Pfeifer, Design Mgr, Wakefern


As Wakefern embarked upon the re-imagining of our private brands, it was important that our new non-food household brand conveyed a feeling of ease – breaking out of the everyday, functional visual language we found across the majority of the home and cleaning aisles. Paperbird is the way you feel when the basics are sorted. Up lifting. Human. Calm. So you can clean in peace. Initial sales results have seen significant increases from our previous private brand items during the same time period last year

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