A few weeks ago, I stumbled upon an image of what I thought were three nearly identical Tesco Everyday Value 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.
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 does a good job of differentiating with the “Nice!” brand, as does Target with “Up & Up." 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. While every own brand needs to create a clear packaging system, the best brands allow for flexibility to create a positive brand experience.