Walmart - Great Value
Bentonville, AR
[CPG Packaging Design System]
Challenge
A new identity for Walmart’s Great Value sub brand. The current brand is graphically substandard when compared to competitor private label brands.
The brand needs to appear more evidently on shelves.
Private labels, as the name suggests, often keep their suppliers private but Great Value has an opportunity to be open about their supply chain.
Solution
The graphic system takes inspiration from war rations and post-war grocery packaging which focused heavily on easy and clear communication.
Sainsbury’s CPG design (1970s) served as the initial baseline for the graphic system. Building on the system with bolder colors and halftone gradients allows for storytelling with every product.
In a world of overbranding and complex shelf layouts, Great Value’s new brand aims to be a breath of simplicity in the grocery market.
