Featured image for The Dieline Awards 2018 - Private Label: Uniquely J

The Dieline Awards 2018 - Private Label: Uniquely J

by Natalie Mouradian on 04/30/2018 | 3 Minute Read

Editorial photograph

With the rise of e-shopping, labels no longer live solely on shelves. Instead they live in a complex and infinitely more fluid digital world. It’s time to think outside the box...THE CHALLENGE

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

Editorial photographEditorial photograph


Many private brands are built to deliver on the traditional value equation of acceptable quality at lower prices. But Jet.com’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. Experiences they can share with their friends.

Editorial photographEditorial photograph


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.

Editorial photographEditorial photographEditorial photograph


The new product range is being rolled out right now, but the initial buzz is high. Uniquely J is primed to set a new standard for the online product experience for today’s consumer.

Editorial photographEditorial photograph

Designed By: ElmwoodClient: Jet.comLocation: United Kingdom