Paperbird

How can a private label brand unlock a human approach to household goods?

With retailers making the own brand market increasingly diverse and competitive and with customers expecting more than just value, ShopRite is taking a pioneering approach to the future with its creation of new high quality, low-budget brand for household goods – Paperbird.

Paperbird

Instead of leading with cleaning solution statistics or ply-count, Paperbird brings a personal touch to performance, with a brand name that suggests how you might feel when you know the messes, chores and to-dos are taken care of.

Not unlike the origami birds that the name alludes to, Paperbird communicates an uplifting sense of quality, modernity and precision. With the basics sorted, this ShopRite brand communicates the idea of being as free as a bird to focus on the stuff that matters.

There’s a literal through line in the design of Paperbird, which traces the flight of bird that appears in the logo lock-up and ties each product together as a family, often cueing the product’s function, qualities or shape through the shape of the illustration.

Own brands have long created value by providing the essentials with a quality that consumers could count on and a price that makes living better lives more attainable. This fact remains with Paperbird, as the brand breaks through the generic connotations that many own brands receive by telling a more emotional and desirable story through design.

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Awards won

The Vertex Awards

GDUSA Graphic Design Awards

To find out more about our work for Paperbird or any of our other brands, get in touch.

Get in touch

Media inquiries
Chantal Goodman
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London
+44 (0)20 7603 8666
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Jamie Chalmers
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New York
+1 212 604 0601
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Lauren Vellek
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San Francisco
+1(415) 757-5010
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Paula Murray
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Copenhagen
+45 70 222 640
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David Ramskov Hansen
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