Is Walmart Redesigning Great Value Again?

An astute reader called this new cereal design for Walmart’s Great Value to my attention with one simple question, “Is this the Great Value redesign?”

Whether this design is a category specific redesign or the first hint of a dramatic redesign remains to be seen, however it is quite clear that the stark often overbearing white of the previous design has given way to a system of warm colors that can be used to help shoppers select products. The often-gigantic Great Value logo benefits from being contained by the curve of the banner despite the fact that it feels reminiscent of many Private Brand designs not the least of which was the Bullseye brand, which Target replaced with Up&Up.

Pay attention it looks like it could get exciting in Bentonville.

The Great Value White Design


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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.