Costco is well known for its quality products at competitive prices, but less recognized for its in-store and online wayfinding. This rebrand introduces a new product organization system, enhanced by a modern and versatile visual identity.

The circular symbol in the logo represents the eight product categories that Costco sells both online and in-store. Each category is assigned a unique color and symbol.

Sushine is the new solution for Costco’s own brand products. Through unifying this sub-brand with the larger Costco identity, the experience of shopping at Costco will become more cohesive.