1.142009

brands, generic-style

I’ve noticed something lately — name brand food packaged goods are changing their brand visual identities to what seems to me to be a more generic brand look.  Following the two-times-is-just-a-coincidence-but-three-makes-it-a-trend adage, I offer 3 examples:

new carton design
new carton design
old box design
old box design
new box design
new box design
old bag design
old bag design
new bag design
new bag design

In each instance, the brand name seems to be de-emphasized, while the product type is more the focus.  I find this an interesting approach, given the battle between private-label and branded goods. Private-label brands are growing in number and market share, in part because of their increased “branded-ness” — cases in point:  Whole Foods365 Everyday Value brand and Costco‘s Kirkland.  And branded goods have been struggling to fight back.  (I previously posted about this.)

Are branded goods trying to emulate a private-label look in order to compete more effectively on shelf?  Or are they simply going for a more streamlined design and have inadvertently adopted a more generic look?  Either way, it’s a curious approach — one that doesn’t make sense to me.

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