ExtraMile® Convenience Stores wanted their private label products to exude the same quality and perform as well as the established brands on their shelves.


We went to work to create an ownable brand design for ExtraGOOD™ product packaging. Our goals were to champion cohesion, build brand recognition, and cut through the retail clutter. In short, we wanted to make every ExtraGOOD™ private label product “grab-worthy.”

We approached the work with the c-store shopper in mind. They are hard-working people, and we must fulfill immediate needs with convenient and affordable goods. They’re always on the go and appreciate simplicity and efficiency. They need to get what they want when they want it. 

Rather than create unique brands and packaging for different product categories, we felt it was essential to develop an overall private label brand that delivered on the brand promise of ExtraMile—You Deserve Extra. 

We centered the design family on the word mark for ExtraGOOD™. The typographic lockup exudes a contemporary air of quality with a touch of timeless simplicity. From here, the color palette can faithfully extend the brand template while highlighting the unique products and variations.

What We Did

  • Campaign Planning™
  • Branding
  • Packaging