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Packaging for ShopRite Own-Brand Paperbird Reflects Free-as-a-Bird Optimism

To extend the lightness and approachability of the brand, Pearlfisher paired each Paperbird product with descriptive copy. For facial tissue with lotion, it reads, 'for rosey noses.'
To extend the lightness and approachability of the brand, Pearlfisher paired each Paperbird product with descriptive copy. For facial tissue with lotion, it reads, "for rosey noses."

As part of an ongoing transformation of ShopRite own brands, independent brand design agency Pearlfisher New York worked with ShopRite parent company Wakefern Food Corp. to create the brand, strategy, visual identity, packaging, portfolio redesign, and roll-out of the new Paperbird line of household products.

With bullish retailers making the own-brand market increasingly diverse and competitive—and with customers expecting more than just value—U.S. co-operative retailer ShopRite is taking a pioneering approach to the future with its creation of new high-quality but low-budget own brands. To do so, they partnered with Pearlfisher for a creative strategy and execution.

The value and meaning that ShopRite customers are used to is now elevated by Paperbird’s human approach to household goods.


Read article   Read how grocery retailer Schnuck's rebranded its entire own-brand portfolio.


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