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A new identity for Walmart’s Great Value sub brand. A graphically substandard brand when compared to competitor private label brands.

Private labels, as the name suggests, often keep their suppliers private but Great Value has an opportunity to be open about their supply chain.

The graphic system takes inspiration from war rations and post-war grocery packaging which focused heavily on easy and clear communication.

In a world of overbranding and complex shelf layouts, Great Value’s new brand aims to be a breath of fresh air in the grocery market.