Historically house brand packaging has been sad to look at. It’s as if shoppers were being told, “You want it cheaper than the national name brands, then don’t expect us to spend any money on pretty wrappers.” Increasingly, stores are concluding that packaging that looks inferior to national brands present a missed marketing opportunity. Instead of communicating value, it gives bargain-hunting shoppers the impression that the merchandise inside is just as shoddily produced.
Target Corporation is changing the perception of store-brand products. Through packaging design that is on a par with national name brands, its Up&Up line, which encompasses 40 product categories from sunscreen to trash bags, looks less like a generic choice and more like a special private label selection assembled exclusively for Target shoppers. In addition to giving this line of products its own brand name, Target has replaced the familiar bull’s eye logo on the package with a big colorful arrow. The distinctive packaging has given Target’s house brand greater shelf presence, and the fact that Up&Up products tend to be priced about 30 percent less than brand-name equivalents make them formidable competitors in every category.