The assignment was to rebrand Costco, keeping in mind a brand matrix. That consists of "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 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. Lastly Noc Noc which is an eco-friendly kid's line.