--- title: Differentiating Within Store Brand Packaging description: Differentiating Within Store Brand Packaging image: https://www.pkgbranding.com/hs-fs/file-4087918316-jpg/blog-files/tescoprivatelabelpackaging1.jpg --- [![PKG Packaging](https://www.pkgbranding.com/hubfs/PKG%20Jan20%20-%20assets/pkg-logo.png) ](https://www.pkgbranding.com/) [![Hangar12](https://www.pkgbranding.com/hubfs/Hanger%20Image/Hanger-12.webp) ](https://www.hangar-12.com/) [312.870.9101](tel:+1.312.870.9101) # Consumer First Insights ## Differentiating Within Store Brand Packaging Written by Kevin Keating at PKG A few weeks ago, I stumbled upon an [image](http://www.lolbrary.com/post/36428/well-this-is-just-bad-news-waiting-to-happen/) of what I thought were three nearly identical [Tesco](http://www.tesco.com/) [Everyday Value](http://www.tesco.com/groceries/ProductBuylist/default.aspx?id=L00005395&icid=Everydayvalue_Frozen) brand spray cans. As I took a closer look, I was stunned to realize that two of the cans are hairspray, and one is furniture polish. I'd assume that mixing up these products would have terrible results. ![Tesco Everyday Value Private Label Packaging - PKG](https://www.pkgbranding.com/hs-fs/file-4087918316-jpg/blog-files/tescoprivatelabelpackaging1.jpg?width=600&height=329&name=tescoprivatelabelpackaging1.jpg) With a little more research into the brand, I realized that many of the products in the Tesco family look very much the same, including alcoholic beverages. This led me to think about the importance of differentiating products in the world of store brands. ![Walgreens Nice! and Target Up & Up Private Label Packaging - PKG](https://www.pkgbranding.com/hs-fs/file-4087918326-jpg/blog-files/walgreenstargetprivatelabelpackaging11.jpg?width=600&height=400&name=walgreenstargetprivatelabelpackaging11.jpg) [Walgreens](http://www.walgreens.com/) does a good job of differentiating with the [“Nice!”](http://www.walgreens.com/store/c/nice!/ID=362398-brand) brand, as does [Target](http://www.target.com/) with [“Up & Up."](http://www.target.com/c/up-brand-shop/-/N-5e8la) They both feature a clearly placed product name paired with a supporting photo on a clean, white background. The issue with Tesco’s (now-former) design was that iconography/patterns were not distinct enough to support product differentiation. A package design refresh added product photography to the new designs, and [this has helped a great deal](http://images.mysupermarket.co.uk/Products_1000/69/024669.jpg). While every own brand needs to create a clear packaging system, the best brands allow for flexibility to create a positive brand experience. - [Facebook Share ](https://www.facebook.com/sharer/sharer.php?u=https%3A%2F%2Fwww.pkgbranding.com%2Fblog%2Fdifferentiating-within-own-brand-packaging%2F) - [Twitter Share ](https://twitter.com/home?status=Differentiating+Within+Store+Brand+Packaging%20https%3A%2F%2Fwww.pkgbranding.com%2Fblog%2Fdifferentiating-within-own-brand-packaging%2F) - [LinkedIn Share ](https://www.linkedin.com/shareArticle?mini=true&url=https%3A%2F%2Fwww.pkgbranding.com%2Fblog%2Fdifferentiating-within-own-brand-packaging%2F&title=Differentiating%20Within%20Store%20Brand%20Packaging&summary=Differentiating+Within+Store+Brand+Packaging&source=) - [Email Share ](mailto:?subject=Differentiating%20Within%20Store%20Brand%20Packaging&body=https%3A%2F%2Fwww.pkgbranding.com%2Fblog%2Fdifferentiating-within-own-brand-packaging%2F) ### Topics - [Blog](https://www.pkgbranding.com/blog/topic/blog) ### Related Posts [![How Multisensory Packaging Impacts Brand Loyalty](https://assets.seobotai.com/cdn-cgi/image/quality=75,w=1536,h=1024/pkgbranding.com/699e3f7cefc60cc2af09b0fd-1771990125261.jpg) How Multisensory Packaging Impacts Brand Loyalty Kevin Keating at PKG ](https://www.pkgbranding.com/blog/multisensory-packaging-impacts-brand-loyalty) [![7 Emotional Triggers That Drive Packaging Success](https://assets.seobotai.com/cdn-cgi/image/quality=75,w=1536,h=1024/pkgbranding.com/699d6a34efc60cc2af09912c-1771927424595.jpg) 7 Emotional Triggers That Drive Packaging Success Kevin Keating at PKG ](https://www.pkgbranding.com/blog/emotional-triggers-packaging-success) [![How Social Media Listening Improves Packaging Design](https://assets.seobotai.com/cdn-cgi/image/quality=75,w=1536,h=1024/pkgbranding.com/699d5fe4efc60cc2af098e8a-1771924055807.jpg) How Social Media Listening Improves Packaging Design Kevin Keating at PKG ](https://www.pkgbranding.com/blog/social-media-listening-improves-packaging-design) ### Subscribe Now! ### Subscribe Now!     **Awarded Top 50** **Package Design ****Blog**   [![Packaging-Design-transparent_216px](https://blog-cdn.feedspot.com/wp-content/uploads/2017/05/Packaging-Design-transparent_216px.png)](http://blog.feedspot.com/packaging_design_blogs/) - [How Multisensory Packaging Impacts Brand Loyalty](https://www.pkgbranding.com/blog/multisensory-packaging-impacts-brand-loyalty) - [7 Emotional Triggers That Drive Packaging Success](https://www.pkgbranding.com/blog/emotional-triggers-packaging-success) - [How Social Media Listening Improves Packaging Design](https://www.pkgbranding.com/blog/social-media-listening-improves-packaging-design) - [11 Examples of Functional Packaging Features](https://www.pkgbranding.com/blog/functional-packaging-features-examples) - [Competitor Analysis for Shelf Differentiation](https://www.pkgbranding.com/blog/competitor-analysis-for-shelf-differentiation) - [Typography Checklist for Packaging](https://www.pkgbranding.com/blog/typography-checklist-packaging) - [Top Biodegradable Packaging Myths Consumers Believe](https://www.pkgbranding.com/blog/biodegradable-packaging-myths-consumers-believe) - [Macro Photography for Food Packaging Design](https://www.pkgbranding.com/blog/macro-photography-food-packaging-design) - [Glass Packaging Benefits for CPG Brands](https://www.pkgbranding.com/blog/glass-packaging-benefits-cpg-brands) - [Pet Food Packaging: FDA Rules to Know](https://www.pkgbranding.com/blog/pet-food-packaging-fda-rules) ![Best package design agencies](https://www.pkgbranding.com/hubfs/badge-package-design-agencies.svg)   Recognized as a Top Package Design Agency on [DesignRush](https://www.designrush.com/agency/package-design) PKG BRAND DESIGN 2045 W Grand Ave, STE B-27332 Chicago, IL 60612-1576 [312.870.9101](tel:+1.312.870.9101) ![PKG Best Packaging Design Agency in Chicago](https://www.pkgbranding.com/hs-fs/hubfs/Screenshot%202025-09-22%20at%2010.33.31%20PM.png?width=722&height=284&name=Screenshot%202025-09-22%20at%2010.33.31%20PM.png) [Request a Free Consultation](https://www.pkgbranding.com/request-a-consultation) [![A Hangar 12 Agency](https://www.pkgbranding.com/hubfs/assets/dev/img/a-hangar12-agency-logo-transparent.png)](https://www.hangar-12.com/) © 2026 PKG Brand Design. All Rights Reserved ![linkedin](https://dc.ads.linkedin.com/collect/?pid=315946&fmt=gif) ```json { "@context" : "http://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Kevin Keating at PKG" }, "dateModified" : "April 22, 2016, 1:03:06 AM", "datePublished" : "2013-02-06 19:59:32", "description" : "Differentiating Within Store Brand Packaging", "headline" : "Differentiating Within Store Brand Packaging", "image" : { "@type" : "ImageObject", "url" : "http://cdn2.hubspot.net/hub/537000/file-4087918316-jpg/blog-files/tescoprivatelabelpackaging1.jpg" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://cdn2.hubspot.net/hubfs/537000/PKG-1.png" }, "name" : "PKG Brand Design" } } ```