“We are students at the Academy of Art University, San Francisco. The following group project was done for Michael Osborne’s Package Design 4 class.
The assignment was to rebrand Costco, keeping in mind a brand matrix, that consists of a “House of brands” and “Branded house.” Kirkland being the dominant private brand for Costco was considered the “Branded house” and a line of hypothetical private labels were designed for the “House of brands.”
Within Kirkland, we categorized the brand into six lines: bath, cleaning, paper goods, apparel, home and food products. Within the hypothetical private labels, we created the following : Ollie’s Baking Co. which is Costco’s bakery and cafe, Counter 74, a premium line of chef quality kitchen equipment, and Noc Noc which is an eco-friendly kid’s line. The entire project consisted of almost 80 – 100 fully comped items.”