A good example is Amazon’s Basics range. Amazon buys white label products from multiple manufacturers and sells them under the Basics brand.

White label design services follow a similar concept. A creative agency builds tools, apps, and websites (templates) that companies can purchase and rebrand.

Challengs of White Label Design are multiple:

• white label products must be re-brandable: the design should fit everyone, and everyone should be able to customize it.
• flexible information architecture: the white label product provides many page layouts and navigational possibilities while maintaining the flexibility to adapt to the brand’s requirements.
• accessibility: UX designers must also consider accessibility, so products comply with WCAG (Web Content Accessibility Guidelines) standards.

In order to define a white label system, we can extend atomic design (atoms, molecules, organisms, templates, pages) with a new elements category: it contains colors, typefaces, grids, spacing, brand assets, etc... They are all the design tokens :)