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.””