Turning private label into a brand of its own
project overview
Brookshire Brothers came to Ampersand to create an in-house product brand that could compete with national names at a stronger value. As the brand’s agency of record, Ampersand had already helped shape everything from the company’s broader rebrand to loyalty, campaigns, in-store décor, and wayfinding, making Fresh Harvest a natural next step in the brand experience.
Challenge
How do you make a value line feel like more than the lower-price option?
Brookshire Brothers needed a private label brand that could stand out on shelf, build trust quickly, and clearly connect back to the larger grocery brand. The goal was not just to create packaging for a few staples. It was to build a flexible identity system that could grow across departments, product types, and shopping occasions.
solution
We built a private label brand with room to grow
During discovery, Ampersand learned Brookshire Brothers already owned the trademark for Fresh Harvest, a name originally intended for a smaller organic grocer concept. We saw the opportunity to repurpose it for an in-house line that could feel fresh, ownable, and credible from day one.
We developed the identity beginning with three core staples: eggs, bread, and milk. Using Brookshire Brothers’ signature red as an anchor, we explored logo directions, packaging systems, and secondary visual elements that could carry across a wide range of product templates.
Once the packaging foundation was in place, Ampersand created an omnichannel launch campaign to introduce Fresh Harvest in store, online, and across media. The system gave Brookshire Brothers a clear way to signal value while still feeling like a trusted extension of the brand.
results
A private label launch became a long-term growth platform
Fresh Harvest gained traction quickly, with trial increasing almost immediately after launch. Within about six months, the Brookshire Brothers team had enough confidence in the brand’s sales velocity to expand the design system across a wider range of products.
Today, Fresh Harvest spans more than 30 distinct product categories and hundreds of SKUs across departments including grab-and-go, bakery, deli, frozen foods, rice, wine, and more. What started as a small in-house line became a major private label platform, helping support both gross revenue goals and profit margins.
