Mrs&Mr agency worked with Walmart on its private intimates and sleepwear brand to create premium packaging. The new brand, Joyspun, is replacing Walmart’s previously known Secret Treasures. The new branding and packaging system leans into the brand’s name, offering a color palette filled with joy, an expression of living a more romanticized lifestyle. The eight colors within the palette also represent the brand’s diverse product assortment. This new packaging and naming system will undoubtedly capture new audiences while filling the previous consumers with joy.
Walmart is out with a complete rebrand of its intimates and sleepwear private brand, thanks to creative company Mrs&Mr, which has renamed, repositioned and redesigned the retail giant’s 23-year-old Secret Treasures. The new brand, Joyspun, will replace Secret Treasures, Walmart’s billion-dollar sleepwear and intimates private brand, which captures the largest customer base across the women’s intimates and sleepwear market in the U.S., with one in five buyers purchasing the brand over the course of fiscal year 2022.*
