Boardwalk Rebrand

Breathing new life into a private-label brand

Boardwalk is a private label professional cleaning and food service supply brand owned by United Stationers/Essendant and sold nationwide through thousands of resellers and distributors.

This value brand includes a broad, comprehensive and growing portfolio of products that perform well in use. But the brand itself was underperforming in the market.  Tired branding that was inconsistently executed across the product line was taking a toll. Research showed that products were perceived as being a lower in quality than actual performance. Outdated and erratically executed brand representation, packaging and marketing was to blame.

To reverse this, we worked with United/Essendant to re-imagine the Boardwalk brand.  We gave the brand a new look, feel and voice with a fresh personality to resonate with a wider customer base, including a growing number of Millennial buyers.

This rebrand centered on a new logo and packaging featuring a prominent blue wave that emphasizes the brand’s strength, cleanliness and freshness. We paired the new look with the positioning “Do more across the board,” to promote the breadth of the line, the lower price point and the benefits delivered to consumers. As this rebrand builds steam, we are extending this new brand identity to its various points of customer contact, rolling out new packaging, marketing in print and digital advertising.

Watch for the new Boardwalk coming to  your supply closet.


Rebranding Boardwalk cleaning & food service supplies

Work Done

  • Product Rebrand
  • Logo
  • Tagline
  • Messaging & Strategy
  • Packaging Guide
  • Brand Launch

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