Target Redesigns Market Pantry

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.

Good Job!

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.

Previous articleM&S Awarded 12 Medals at The International Beer Challenge
Next articleFMI Announces 2012 Private Brands Business Conference
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.