Kroger launched its own line of beauty products, under the Mirra brand name, based on the elements of simplicity and cleanliness. The packaging features a matte, white background with the Mirra logo in a reflective, serif typeface in the center of the package. Color bands and patterns along the top of each package aid shoppability by clearly differentiating varieties. And, soft-touch bottles make the brand approachable, yet premium.

September 2009

Mirra's Internal Brand and Package Management Team,