white-label

This term originates from the retail industry where generic products were sold in plain white packaging, allowing the retailer to apply their own store brand label. It conveys a sense of invisibility and flexibility, where the original creator remains anonymous to the end consumer to prioritize the reseller's brand identity.

In modern business and software contexts, it describes a B2B relationship based on modularity. It is distinct from co-branding, as the original manufacturer is intentionally erased from the product's outward appearance, creating a seamless extension of the client's own service offerings.