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  • Ally Goins

The Brilliant Branding Behind Brandless

Peanut Butter Jar and Snacks


As a millennial who shops for my own house and spends way too much time on social media, I have seen more than a few Facebook ads for Brandless. In case you aren’t in my target demographic group and haven’t heard, Brandless is a grocery store for millennial; everything is online, “gluten- free” and cost $3 even.

I am not usually one to click on Facebook ads but, ironically, Brandless expertly attracted my attention through brilliant branding. As if the idea of foodstuffs and homegoods for $3 wasn’t enticing enough, Brandless’ entire marketing philosophy is something that would encourage the millennial shopper to consider them an alternative to Amazon or Walmart.

Brandless offers the “brand” promise to be brand free and offer a standardized selection of quality and fairly priced goods by avoiding the “brand-tax.”

Their idea of no branding is its own form of branding that utilizes a (brand)less is more mentality. Each product is labeled with a simple font listing what it is and a checklist of some single word benefits like “organic” and “gluten-free.” It’s kind of like the opposite of the confusing swedish names found in Ikea stores like “Fyrkanting” or “Gronkulla.”

"Brandless" items

Brandless also has a blog used to generate interest and build a relationship with its audience. They give their readers action-statements that encourage them to buy and use Brandless products in articles and recipes.

If you ever get in a branding bind, think of Brandless and their simply minimalistic or just hit up Meeman 901.

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