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A Canadian Brand Proves Generic Packaging Can Be Beautiful

No Name, the private label of the Toronto-based grocery chain Loblaw, is recognizable but also communicates to shoppers that it will save them money.



Launching new packaging design is almost dangerous in today's market as consumers will eviscerate its look until a brand retreats to the drawing board, bloodied and bruised (ahem, Gap logo). But No Name (or Sans Nom, this is Canada), the private label of the Toronto-based grocery chain Loblaw, has found a way to both stand out on shelves and provide a service to smart shoppers with simple, clean design that hardly anyone could quibble about. Also? It makes great use of Helvetica, the very typeface that was so maligned in that Gap redesign.

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