How do you brand a company that’s called Brandless?

Brandless is a brand. It is a brand that sells a limited number of products ranging from food to kitchen supplies to beauty products, all for $3 or less. According to its CEO and founder, this is possible because most food has what she calls a “BrandTax”, a mark-up in price that customers pay for the privilege of consuming a particular brand. This means that “customers end up paying up to 40 per cent more than what food actually costs” Being “brandless” helps them achieve that cost cut.

Each Brandless product features a white box with a list of attributes about the food – stuff like whether it is organic, non-GMO or other information - that customers really want to know when they are purchasing food.

What goes on to online shelves (Brandless is not available in stores) is a box with a white label that has the name of the product and lists out the ingredients contained in the product. Brandless’ bottomline is that a simple, straightforward presentation of what exactly customers care about most should be displayed upfront.

Making the product look appealing was a challenge for agency Red Antler’s creative team. Especially as they just had a white box and a checklist to go with. How it managed to differentiate a toilet bowl cleaner from a taco seasoning is the story of Brandless.

Source : https://www.fastcodesign.com/90133294/lessons-on-branding-from-a-company-that-has-no-brand