“Kirkland Signature” is Costco’s private label. It is found at Costco’s website, Costco warehouses, and Amazon.com, and is trademarked by the company. The name is derived from the location of Costco’s corporate headquarters, in Kirkland, Washington, from 1987 to 1996. Costco introduced Kirkland Signature as its private label in 1995. The idea was to identify categories in which a private label product could provide brand name quality at discounted prices.
This Spring term, students from Art Center College of Design’s Packaging 2 class were tasked to redesign the Kirkland Signature brand. Grouped in threes, graphic designers, product, and packaging designers collaborated to create a new brand identity that speaks to a younger audience.
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