White label / private label
A product made by one company but sold entirely as another brand, with the maker's identity replaced by the seller's.
See it
What it is
White label and private label describe products made or operated by one business but presented entirely as another brand. The customer sees the seller's name, packaging, voice, and support experience instead of the source company's identity. Costco's Kirkland Signature is a familiar private-label example.
Reach for this model when a brand needs to enter a category quickly without inventing or manufacturing the underlying product. White label usually starts with a common product that several sellers can rebrand; private label often implies a product reserved or customized for one seller. The labels overlap in everyday use, so write down the actual exclusivity and customization instead of trusting the name.
Gotcha: this is a complete identity handoff, not a logo pasted onto the front. Packaging, product pages, receipts, instructions, returns, and support all need to agree. The seller also absorbs the praise and the blame, and rebranding never removes mandatory manufacturer, origin, ingredient, or safety information.
Ask AI for it
Create a white-label or private-label identity handoff package for '[PRODUCT]' sold as '[BRAND]'. Replace the supplier's customer-facing name across the product title, packaging front, product page, unboxing insert, receipt, returns label, and support script. Keep one naming, logo, color, typography, and voice system across every touchpoint, and encode '[BRAND]' in the schema.org Product brand property. Put supplier provenance in a separate internal record, retain clear placeholders for required manufacturer, origin, ingredient, and safety information, and finish with a preflight checklist that catches any source-brand leaks.