Shoprite is a co-operative supermarket network with locations in six US states. The New Jersey-based company has built a loyal customer base based on quality and value. Its house brands, such as Wholesome Pantry and Bowl & Basket, provide even more value to Shoprite customers, but with the retail environment fierce, being the cost leader for store brands is no longer enough. Customers now expect quality, as well as a good deal.

For its paper goods and household products, Shoprite’s parent company, Wakefern, enlisted studio Pearlfisher to create a private label brand that spoke to its core values. They also wanted to attract a more discerning consumer who still expects value when buying quality products from their preferred grocer. Pearlfisher created Paperbird, a sub-brand of paper and home goods that conveys quality, value, and confidence.