Check out this awesome project from the students at the Academy of Art University, San Francisco in Michael Osborne's Packaging 4 class:
"The assignment was to rebrand Costco, keeping in mind a brand matrix, that consists of a "House of brands" and "Branded house." Kirkland being the dominant private brand for Costco was considered the "Branded house" and a line of hypothetical private labels were designed for the "House of brands.""
"Within Kirkland, we categorized the brand into six lines: bath, cleaning, paper goods, apparel, home and food products. Within the hypothetical private labels, we created the following : Ollie's Baking Co. which is Costco's bakery and cafe, Counter 74, a premium line of chef quality kitchen equipment, and Noc Noc which is an eco-friendly kid's line. The entire project consisted of almost 80 - 100 fully comped items."