Elmwood’s Disruptive Design For New Walmart Private Label

Uniquely J, Walmart-owned online retailer Jet.com’s new private label, has a new look via design studio Elmwood of New York NY and the UK. The client is a challenger in the expanding e-commerce private label category, and the brand work is a potentially disruptive direction in the private label category.


Elmwood’s design focuses on building a brand for urban millennials that makes shopping more transparent, efficient and fun. Creative Director Ben Greengrass says: “The element of fun in the packaging is dialed up or down depending on the product. For example, the illustrations for storage bags are defiantly offbeat, whereas a coffee SKU features an edgy yet beautiful illustration of a tiger which imbues the product with trust. Design is also gender neutral.”