white done right and wrong

blah!

huh?

wtf?

beautiful!

yes!
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I was just reading an article on Brand New called the great white discount. with the economy the way it is, it makes sense to see a spike in private label sales. What i don't understand is why there is a need for private label to look and scream cheap. There's a lot of white washing going on, between wal mart's great value packaging, and now this french brand Carrefour with the 'discount' handwritten bit, to further cheapen and talk down to consumers. "Look it's as if you wrote it yourself!"

Just because it's private label, doesn't mean it should look like shit. It doesn't mean you should put in less effort and thought, just because that's what people expect from the "generic" store brand.

Take Turner Duckworth's treatment of the many skus in Waitrose. It has personality and nowhere does it boast being cheaper or greater bang for your buck. This mentality needs to change and we need to look to what the UK is doing in their supermarkets. Even more: Selfridges, Tesco, Marks & Spencer...

How about making people FORGET that it's a store brand? With the less is more approach, there certainly is a proper way to execute. we are trying to fight the good fight of shitty private label in the US with A&P's private label lines GreenWay, Hartford Reserve and Via Roma. We want to redefine, revolutionize and remove the stigma of store brands.

It's time for consumers to get used to a new aesthetic in this country of poofy type, make the logo bigger cream and now bland white washing. Quit raping my eyes with your packaging America!