Great Value: A Much Needed Rebrand

I’m generally a fan of brand redesigns, especially when they’re needed.

This one is long overdue.

Walmart is giving its flagship private label a full visual overhaul across nearly 10,000 food and consumable items, with the rollout happening over the next two years. It’s the first major refresh for the brand in more than a decade.

Great Value desperately needed it.

The previous identity didn’t feel 10 years old - it felt closer to 20. In a category where packaging does so much of the selling, dated design can signal dated products.

Private label packaging has to communicate multiple things to shoppers:
✅ Quality
✅ Trust
✅ Value
✅ Simplicity
✅ Parity with national brands

Consumers no longer see store brands as the cheap option. They expect them to be just as good as name brands and at a value.

Great Value spans nearly every aisle in the store, so its packaging has to compete visually with thousands of branded counterparts.