Target Remodels Archer Farms

Archer Farms FrontLong time readers of My Private Brand know that I am rarely shy about expressing an opinion or making a prediction – sometimes those predictions come true and sometimes they don’t.

In January of this year, I did just that and wrote the post “Private Brand Predictions for 2014” and so far 3 of the 6 predictions (The Re-Appearance of Wild Oats and Walmart Gains Premium Confidence) have come true – not too bad for the first quarter of the year. Now, the third prediction is quietly coming to life in Target Stores:

Archer Farms Remodeled
Since the redesign of Market Pantry in 2012 and the launch of Simply Balanced in 2013, Archer Farms now has the oldest brand design in the Target grocery Private Brand portfolio. Although it is holding up very well, 2014 could well bring a redesign.

That’s right Target has redesigned Archer Farms, and it’s on shelf right now!Target Archer Farms New Design - 5

The new design abandons the Farmhouse look of the last ten years in favor of a fresh, modern, clean brand design. The updated language feels at home in a portfolio of Private Brands focused on the mantra “design for all.” This is a design that evokes everything we have come to expect out of premium tier private brands without falling victim to the clichés.

The new design abandons the clutter and adornment of the last ten years, opting instead for a cleaner, more up-to-date architecture. Target has freshened the brand’s well known green with a more contemporary, less folksy shade of the color that feels premium (although it has some reproduction issues on the bottled sauces where it appears gray). The dark green is then accented by bright color bars that are an obvious reference to the equities of Archer Farms.

The Archer Farms logo has also received a makeover and escaped the oval with a well-done mark that has a bit of whimsy in the interlocking serif lettering and a slightly plumper rooster. The old tagline “Tasty Food, Tasty Price” has been updated to “Savor Everyday” and the accompanying packaging photography brings the idea of “Savor” to life.

As the brand continues to roll out, we will see how the new design applies across the hundreds of SKUs. The first half dozen are an exciting glimpse into the new face of Archer Farms.

Archer Farms is one of the featured brands in the new book “Fifty2: The My Private Brand Project. Order One Today!



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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.