I have mentioned before that I am a bit of a packaging whore. I tend to notice packaging and I am not ashamed to admit I will readily buy something based on packaging alone (although I am happy to say I will not continue to buy it if the product doesn’t measure up).
Several months ago the husband and I spotted some packaging design at the local Giant grocery store that caught both of our eyes. We were both drawn to the very distinctive yellow, blue, and red labels.
Turns out the products are Giants own line of household products called Guaranteed Value.
Now I don’t want to give you the wrong idea. This is not by any means pretty packaging. Its very plain and utilitarian with a vaguely retro aura. But that is the beauty of it. This line of products is very clearly targeted at value seeking shoppers. The products are intended for those feeling the pinch and trying to make ends meet. Giant has its own lines of higher end products for other shoppers. But the presentation of the Guaranteed Value line is an excellent match for the market it is serving.
Right now there are about 140 products in the line ranging from fish sticks to laundry detergent, from beans and franks to household cleaners, and from toothbrushes to trashbags. The products consistently run about 20% to 25% less on cost than similar national brands. Consumers of these products are seeking value and the product packaging–with it’s plainly named products and no nonsense design–speaks to this mindset perfectly. Less is indeed more in this case.
Since we first noticed the brand my husband and I, being value conscious ourselves not to mention packaging appreciators, have purchased several of the Guaranteed Value line of products. We were pleasantly surprised by the quality and regularly purchase the Beans & Franks, Raisin Bran Cereal, and Fishsticks.
I did a bit of research, but couldn’t track down who did the actual design. It is possible it is Giant’s own internal design team. If anyone does know please pass the info along and I will update this post.