Now is the time for Costco to actively target younger consumers who have diverse lifestyles and more options than ever before in deciding how to stock their homes.

Costco is a membership-based warehouse club offering a wide range of household products, food items, electronics, and services. Brand loyalty is remarkably high, with 90% of members renewing each year. Customers love Costco's selection of value-priced items backed by a 100% satisfaction guarantee.

Since its establishment in 1976, Costco has relied on a core consumer base of educated, affluent homeowners. However, the stability of this core base in today's consumer climate is becoming less certain. In recent years, fewer young adults are following the path toward traditional homeownership, instead living in shared or non-traditional arrangements. Online shopping also provides a compelling alternative to traditional bulk buying. Costco needs to actively target younger consumers who have diverse lifestyles and more options than ever before in deciding how to stock their homes.

Costco's refreshed brand identity expresses its values and targets the needs of the modern consumer. With a warm, clear voice, branding materials emphasize Costco's reliable quality, excellent value, and simplified selection. 

Completed at MassArt

Costco Share

The new brand identity can be leveraged to incorporate services targeting the needs of younger consumers. Costco Share is a proposed program allowing a Costco membership to be split between up to five adults. Members have access to the Costco Share app, which they can use to create communal shopping lists and split receipts, simplifying the shopping experience for adults living in shared housing environments.