eCommerce seller that sells generic goods to customers. The goods are commodities in that their is nothing unique about them and the audience really can be any online shopper. Typically this person will fall in between 18-50 years of age. This is not a brand with a measurable audience demographic. It's not centered around a product. Think of Walmart's "Great Value" brand. It's generic and can be applied to many different product niches. Another good example is Ozark Trail.
Keep it simple, yet make it stand out some. Meaning... Don't just have the word "Jegg" with some swirls or some little graphic next to it. I know it's fairly tough because there's really no direction, but use the word and letters of "Jegg" to come up with something cool.