Great Value functioned as Walmart’s opening price point – nothing more, nothing less. The retail giant asked us to help realise Great Value’s potential as a true private label range.
A great identity
To become more than just packaging, Great Value needed a distinct point of view. Our strategy positioned the brand as a customer ally, helping people meet their tight budgets without compromising on quality.
The design solution brings the diverse range together while leaving room for each product to stand out in its category. An impactful logo gives Great Value a clear and purposeful identity.
Next, we were tasked with rolling out the design across 2,000 products in six very short months (that’s 20 pack designs a day!). We helped Walmart put processes in place to manage their own packaging, so they could be the brand custodians moving forward.
Within months of the relaunch, Great Value went from being an unknown to a highly visible private label brand. The design set the bar for other private label brands across the US, with many supermarkets following suit.