A New Name For A Private Label
Walmart is out with a complete rebrand of its intimates and sleepwear private brand, in collaboration with creative company Mrs&Mr, which has renamed, repositioned and redesigned the retail giant’s 23-year-old Secret Treasures. The new brand, Joyspun, will replace Secret Treasures, Walmart’s billion-dollar sleepwear and intimates private brand, which captures the largest customer base across the women’s intimates and sleepwear market in the U.S., with one in five buyers purchasing the brand over the course of fiscal year 2022.*
Mrs&Mr began the project by defining the new brand positioning as a collection of feel-good intimates and sleepwear designed to brighten and bring beauty to women every day. After several rounds of naming development, the company landed on Joyspun, a coined word that speaks to the emotion of joy and the quality of the collection. The Joyspun logo serves as the visual anchor for the design system and is the cornerstone for all brand, packaging and visual communications. It is designed to be uplifting, joyful and beautiful, while the letter forms are crafted to be feminine. The multicolored palette represents the diverse product assortment. The result is a feel-good, expressive logo paired with a palette designed for balance and harmony between the color hues — bringing together an unexpected and modern collection of colors meant to uplift.
Mrs&Mr chose Granary as its brand font for its clean, geometric sans-serif look that is friendly and contemporary. The simple letter forms provide a nice contrast to the logo. The font appears in semibold, regular, light and thin. As for photography, the company ensured that casting for the brand would be a true reflection of the diversity, unique attitudes, ages and variety of body shapes and sizes that make up the inclusive Joyspun community. Art direction was intended to ensure a bright, uplifting and effortless style.
“In order to reimagine Secret Treasures, we needed to understand the evolved competitive landscape, mostly defined by the rise of DTC brands in the intimates space,” said Kate Wadia, chief creative officer at Mrs&Mr. “And we needed to understand our consumer and the unique advantage of our collection. We uncovered that the intimates category was mostly muted, neutral, and quite serious. The door was open for us to design a joyful, positive, inclusive and uplifting intimates brand.” The brand includes 18 size options, with bras ranging in size from 34A to 46DDD, and underwear ranges from XS to XXXL.
The new visual identity is being rolled out across all packaging and in-store signage and on e-commerce and digital channels.