Clover Valley Tastes Better With Great Design – Dollar General.

Christopher Durham Nov 19, 2009 1


This is the third post in a series on trends from the PLMA’s Idea Supermarket at the PLMA’s 2009 Private Label Trade Show Radical reivention of Private Brands seems to be the theme of the year for 2010 including Walmart’s Great Value redesign, Target abandoning the bullseye on it’s NBE to create it’s new brand UP & UP, and A&P’s Via Roma just to name a few. This post features yet another radical reinvention from a rather unlikely source – Dollar General. They have reworked and redesigned a significant portion of their entire Private Brand portfolio and created elegant and progressive redesigns for their food Private Brand, Clover Valley and reinvented their health and baby brands with DG Baby and DG Health. Like many retailers this year they have taken the clean white route and in their versions of the white trend are among the best, avoiding the clumsy cheapness of many of the other brands in favor of a well proportioned clean design. And check out the redesigned Dollar General website these new designs clearly reinforce the new Dollar General branding.

DG Baby

DG Health2


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Christopher Durham

Vice President of Retail Brands at Theory House

Christopher Durham is the founder of My Private Brand and the VP of retail brands at Theory House, the branding and retail marketing agency. He is the author of “Fifty2: The My Private Brand Project,” a consultant, strategist and retailer who has worked with the world’s largest retailers to build, manage and grow compelling billion dollar brands.

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One Comment »

  1. Ed Putta Feb 9, 2011 at 11:27 am - Reply

    I work at Radio Shack in Richlands Va.For the past year we have been buying 2 to 3 bags of Pistachios today we bought 2 bags and the taste of the nuts were no way close to how the nuts have been.In fact there was no taste to them.Have always been happy with your product,today was the first bad experience.Just wanted to let you know. Thanks Ed Putta

    The bag Best By was 011112548

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