Wait- what's this?- really? Just read this release from
Reuters- Target is changing their private label brand packaging to now be called "Up&Up"- Over at the
My Private Brand blog, there's a bunch more shots of the rebranding and more info of this new look.
I haven't really noticed these new rebranded products filtering in yet at my local Target, but now I definitely am going to keep an eye out- I kinda liked the original really basic packaging with the bullseye logo, but I guess the new look isn't bad either. what do you think of the new design? do you think it will make an impact or difference?
(images via MyPrivateBrand blog)
Wait- what's this?- really? Just read this release from Reuters- Target is changing their private label brand packaging to now be called "Up&Up"- Over at the My Private Brand blog, there's a bunch more shots of the rebranding and more info of this new look. 
I haven't really noticed these new rebranded products filtering in yet at my local Target, but now I definitely am going to keep an eye out- I kinda liked the original really basic packaging with the bullseye logo, but I guess the new look isn't bad either. what do you think of the new design? do you think it will make an impact or difference? (images via MyPrivateBrand blog)
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23 comments:
The new packaging is in my target and to be honest, I don't like it very much. It feels stark and reminds me of the old generic labeling in the '70s: white label, black print, no picture.
I really liked the old packaging and you didn't mind people seeing you used the Target brand of something because it still looked luxe.
CANNOT ADJUST cannot process ... what's up didn't they follow the recent Tropicana fiasco?? Why fix it if it ain't broken? Isn't this one of the most powerful recognition-factor logos ever? Are they trying to appeal to people who don't want to be associated with Target (do those people exist?)
Very curious. Expect a lot of media churn to come.
I saw some of the new packaging at my local target and it just does not jump off the shelf. I buy their brand of ziplock bags, foli, medicine, etc. It has always been easy to find.
What are they thinking? Are sales number really that low on their Target Brand that they need to screw with it?
I'm not feeling the new design either..wonder in what market they tested it...if they tested it
way better than the old stuff, cleaner more confident, doesn't copy the national brand...and also why would
you put your most valuable asset on the "mundane" stuff...
i guess they're trying to look less generic. i don't mind it, i suppose-- i wonder how it'll work for them.
where's the target? like jennifer said, isn't that an extremely recognizable logo? and i love generic products nowadays, but this label reminds me of how embarassed i was as a kid when my mom would buy generic (ie, weird, different, inferior) things. not the most positive association.
Not my cup of tee. I have no problem with people knowing I shop at Target. In fact I don't care what they think, but it sure would be easier to buy the store brand if you can still recognize which one it is. Not a good corporate move in my eyes.
Ohh, so that's what that is! I saw the sticker advertising it on the floor last time I went but I didn't get chance to read it. Interesting...I kind of like the design, but I don't really get why they decided to change it. :P
Hey guys! As a Target team member and business major, I figured I'd give you the Target impression of what the "up & up" brand is doing. Basically, Target wants to remind our guests that store-brand product is as high quality as the national brands at prices up to 30% lower! by pulling the Target logo from our home and health commodities, we're positioning our product as a national brand itself, and not a store owned "knock-off". There was a LOT of testing involved with the new packaging, and Target feels comfortable with the new direction. As a matter of fact, our guests are shopping our store brands, including "up & up" more than ever!
The design makes it difficult to see what you are getting. The information seems scattered, and organized haphazardly. Easily gets lost on shelf.
It's great to offer consumers products at a low price, but if it is hard for them to shop the product, it doesn't work.
Why would a brand named Up & Up be placed on the bottom of the package? Nowhere to go but up? Anyone else see the resemblance to Burton Snowboards logo?
I smell a redesign!
All I can say is that I think we will see it redesinged in a year. I used to easily recognized the Bullseye and new it was Target and probably just as equal but cheaper than the Brand name. But now it looks more generic and I guess the price will go up and up and up. Is this a Target product, some generic brand or something from the dollar store. Im dissapointed in their change. Yuck.
The new brand up & up does not translate well to tampons. Wouldn't you agree? http://tinyurl.com/m7jhbl
Why this is good:
- simpler, cleaner design. Better info organization on packages.
- white + neon is actually MORE recognizable than a target symbol, for those of us with..eyes.
- Real life pictures of the product on the box (like the medications will have to-scale photos of the pills)
- it really is its own brand now; doesn't look as cheap. Old target logo honestly didn't give off that "this is great quality stuff" vibe
- they're doing more to cut costs, like using less ink, thinner plastic, less fluff in the packaging and smaller package sizes, etc.
- looks more "hip." Face it, America is brand obsessed.
As for not fixing something that isn't broken, if they're fixing it then it obviously wasn't yielding the sales/profits they wanted it to.
Also, if the products are hard to find, that's a matter of poor individual store organization and simply keeping the place clean. Targets are big. Stuff gets messy. It has nothing to do with the logo...
Smart move, Target.
It stinks. I've never heard of a brand wanting to distance themselves from themselves. Maybe the business major and the rest of the marketing geniuses there should have majored in common sense. On par with the Great Value redesign from Walmart.
Much better brand, clean cut and tight. Old target brand stuff just looked cheap to much color that wasn't glossy and flashy, I always thought it was some sub generic product. It's sounding like the changed some of the product instead of just a re-brand it will be interesting to see if they can get tracktion.
All Up&Up does, is remind me of Targets prices they continue to go UP&UP. I switched to Walmart.
i think it's really cute... more likely to buy it now /laugh
Very disappointed!
When I received a coupon book with the up & UP it looked very confusing as to what the products were.
I got a headache trying to figure it out. It looks like an upside down "K" like in kmart. Bad marketing for what
I think is a great store. I don't want to have to go else
where because of poor marketing.
My dad works for a Target pharmacy, and he hates the new labeling.
Old packaging used to be easy to see from far away-- this is especially useful on busy days in the pharmacy, when there simply isn't the time to leisurely peruse the shelves. Now he has to walk right up to the shelf and examine each bottle of meds, since they all look the same and have tiny print.
Team members are going to be confused, customers are going to be even more confused, and it screams cheesy generic.
haha wow everyone here is a debbie downer when it comes to change. Being from Minnesota, maybe I get Target more. It's our iconic brand, think chic Scandinavian. I like the Bulls Eye but I like the new packaging also. This looks less generic to me.
I don't like it. You can't read the label with a quick glance. My mother (age 87) has a really hard time reading the labels. They are small print on white background. I don't get why they changed them.
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