A new voice,
same family.

Positioning

Positioned Ivy — a new Walmart Canada sub-brand — with its own visual language, rooted in the mother brand's system. A sub-brand that reads as its own thing on the shelf, without ever breaking the parent architecture behind it.

Client: Walmart Canada
Year: 2023
Role: Brand Design Lead
Scope: Sub-brand launch · Visual identity system

§ 01 — Challenge

Distinct,
but never orphaned.

Give Ivy enough identity to earn its own space on the shelf while keeping every governance link back to the Walmart parent brand intact — so both benefit from the association without either being diluted.

§ 02 — System

Identity
as architecture.

Built out a full visual system — logo family, typography, color, art direction, packaging cues — with clear rules for how Ivy sits inside the Walmart brand hierarchy across in-store, digital, and PDP surfaces.

Next case study

Indigo · 2019

Holiday 2019 →

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A new voice,same family.

Distinct,but never orphaned.

Identityas architecture.

Holiday 2019 →

A new voice,
same family.

Distinct,
but never orphaned.

Identity
as architecture.