Over the last few years Minneapolis based retailer Target has consistently evolved and reinvented it’s Private Brand portfolio continually focusing on their dueling brand mantras “Eat Well. Pay Less.” and “Design for all.” Since it’s introduction in 2004 their utilitarian, national brand equivalent (NBE) brand Market Pantry has certainly reinforced the “Pay Less.” proposition however it was the ugly stepsister in the “Design for all” family.
All of this changed a few months ago when Target began to slowly introduce a redesigned and refreshed Market Pantry to the shelves. The new design maintains much of the equity established by the brand over the last eight years – dominant red and the word mark/logo. Gone are the dominant red bar and its subtle tone on tone stripes at the top of the pack as well as the propped and styled photography. The new design replaces each with an airy open design capped by a red upward curve that contains the simplified Market Pantry logo and modern, playful photography on a white background.
Although this is not groundbreaking design it is a very nice refresh – it accentuates a nice shoppable brand distinction between Market Pantry and their premium brand Archer Farms; solves for printing and production issues by removing the unneeded complexity of the striped red bar and continues to build the established equities of the brand.
Target’s Bentonville competitor should learn from this strategic redesign and revisit their Private Brand portfolio – Great Value is a mess, Unbranded has consumed the store, Sam’s Choice is the redheaded step child and World Table is consistently out of stock.