Lowe’s Moxie: Designing a Private Label to Clean Up the Shelf
Stage of Organization: Enterprise
Strategic Focus: GTM Stategy Development, Identity System Design
Outcome: The identity system contributed to strong launch traction—early data and retail feedback confirmed the brand “flew off shelves,” drawing share from national competitors
Role of Chris Cureton: Led identity system design while Senior Art Director at Birdsong Gregory.
“This dynamic logo captures Moxie’s energetic, confident spirit. Its bold letters and swipe icon bring clarity and personality to Lowe’s cleaning aisle.”
- Birdsong Gregory (birdsonggregory.com)
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Lowe’s private-label architecture had expanded into categories that lacked clear alignment, including cleaning products.
Cleaning SKUs were previously spread across various legacy brands, diluting brand equity and creating confusion at shelf
With no focused label for this high-volume, highly competitive category, Lowe’s lacked a strategic foothold in cleaning
Moxie was created to resolve that fragmentation — and needed a brand identity that could carry the strategy forward
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This project aligned with Phase 2 of the USBD Framework: Clarifying the Narrative.
The Birdsong Gregory team defined the Moxie brand strategy — positioning it as clean, confident, and energetic. Chris Cureton was responsible for translating that strategy into a distinctive, shelf-ready logo that could unify products and signal performance.
Key Deliverables:
Logo Design
Lock-ups for Packaging, Signage, and Shelf Displays
Color and Typography Guidance
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Clear Brand Signal: Moxie launched with a bold, differentiated logo that stood out from national competitors
Private Label Coherence: The identity helped Lowe’s consolidate cleaning SKUs under one strategic label
Shelf Readiness: The logo was designed for high visibility and strong contrast in retail environments
Strategic Simplification: Moxie’s launch supported a broader private-label cleanup effort at Lowe’s, shifting focus to fewer, stronger brand assets
Positive Market Response: The identity system contributed to strong launch traction—early data and retail feedback confirmed the brand “flew off shelves,” drawing share from national competitors
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Design isn’t decoration — it’s alignment in action. The Moxie identity helped Lowe’s bring clarity to a cluttered product portfolio and establish credibility in a competitive CPG category. When strategy and design move in lockstep, even a private-label logo becomes a lever for retail impact.