Private Label Packaging: Not So Generic Anymore
Back in the day retailers and grocery stores didn’t invest too much in their private label brands. Such store brands were often considered sub par and little thought was given to packaging them. Now consumers are increasingly product savvy and know that most of today’s private label products match the quality of the big brands. Private label products account for more than US$ 81 billion (16.2 dollar share) in the US, up 10.2 percent over last year according to Interbrand. As upticks in private label sales are typical in periods of economic turmoil, some retailers are taking this opportunity to reinvent their store brands and gain market share.
In the past, package design for store brands was limited to say the least. But honestly, some of these minimalist designs would be considered extremely timely today.
Out with the old, in with the new
Staples
Office Supplies Superstore
Products: TUL + Ascend Brands
by Gravity Tank
Target
Archer Farms Brand
by Templin Brink
Publix
Southern Supermarket Chain
by Publix Creative Department
(Publix’s packaging even has its own fan site.)
All Seasons Wild Bird Store
Seller of all things bird-related
Product: Bird Feed
Homebase
UK Home Improvement Retailer
Lawn Care + BBQ Products
by Turner Duckworth
Waitrose
UK Supermarket Chain
Product: Frozen Dinners + Soups
by Pearlfisher
Alcro
Premium Paints
by Bas
Safeway
Supermarket Chain
Product: Fruit Sodas
by Anthem
Brooklyn Fare
Gourmet Store
by Mucca Design
Tesco
Supermarket Chain
Cooking Products
by P&W
Beth LaPierre is a Brand + Creative Strategist. When Beth is not helping build brands she’s on her snowboard, spray painting something, or drinking copious amounts of espresso. Follow Beth on Twitter.
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Awesome post, so cool.
Store generic brands have the right attitude for today’s shoppers. As you pointed out, it’s no longer a question of quality when comparing most cases of generic vs. name brand, but about getting more value for your dollar.
These designs are not just evolutions of the minimalist ideal generic has always had, but they are eye-catching. When I’m at a Target, I go straight for Archer Farms. In fact, I didn’t even know they were the generic organic brand until I had already gotten hooked on buying them—their packaging appealed to me the most.
Thanks for pointing out what packaging can do for your product. Great examples you’ve chosen here.
I think one of the best private label packaging is Publix. When you walk into publix as a consumer you generally look for the product before you look at the price. As a designer I think some of the branding (which is clean, simple, and uses white space perfectly) of it’s products actually looks like a helthier alternative to the name brand product. And the consistancy across the store is remarkable.
I think this is a really important issue considering the current economy! And I have to agree with Shane, branding sometimes is more important than name brand! I have to admit to being superficial in my shopping I tend to go with what I feel has the most well designed packaging! And I do pick my fantasy novels initially based on the cover art.
With regard to off brands using new Packaging and Branding to win over consumers, I think this is a step in the right direction.
I really liked this post. I’m new to FuelYourBrand.com and I have to say this site is very refreshing and thought provoking.
Thanks Ryan. Glad you like the site. Grab the feed if you want and you’ll be notified when there’s a new post. You can also find us on twitter @fuelyourbranding
The Tul and Ascend brands are owned by Officemax, not Staples. I work at Officemax so believe me, I see them everyday lol. Just an FYI
Private label packaging has become such a major market with so many entrepreneurs taking the plunge. Thanks for some great examples.