Are you kidding me? Walgreens has merged all their private label brands, like Deerfield Farms and Chief Karlin under their new brand name Nice! It is not the merging we are aghast at it is the packaging. For this battle we will compare Walgreen’s new label design against their old label design on their house brand raisins.
1. Does the label announce what’s inside the package?
Deerfield does a great job letting you know that this is a box of raisins. In the center of the visual appealing design is a photo of raisins and the word raisin is in large white type on a red ribbon. There is no doubt what is in here. On the other hand the Nice! box emphasizes the brand name as it front and center, dominating the label. There raisins on the label but they in some sort of snowflake design, not sure how this works as they are California sun dried raisins. The label does have the word raisin on it and It does stand out in red against the stark white background but not in a “nice” way. Deerfield gets our vote here.
2. Does the label attract attention?
Walgreen executives claim they went with this no-frills white background on the Nice! packaging so it would stand out against the sea of colored packages. It stands out but in a poor cousin sort of way. There is nothing appealing on this label and do I really want “nice” raisins? The Deerfield label presents the raisins in an eye-catching design with the sun rays radiating from behind the raisins. The picture of the raisins stands out against this yellow background and they are framed in a bold red border with the word raisins in white on a red ribbon. This looks like the raisins I want to serve my family.
3. Does the label instill confidence?
The professionally designed Deerfield label with the tight clean logo gives you the impression that these people know what they are doing. The green logo is a great contrast to the yellow background. Deerfield may not be a house hold name but they look like they should be. The bare bones label of the Nice! brand does not instill any confidence as I have not heard of them before. It says nothing about being the house brand for Walgreens; at least with the bad Publix label you recognize the Publix name.
What amazes me the most here is that after spending two years on the brand name and design this is what Walgreens came up with! They should have adopted Deerfield as their brand name as they are the clear winner here.
I invite you to participate in the “Good Label, Bad Label” forum. We’ve all seen a bad label or twelve, so please feel free to send us some awesomely bad examples and your submission could be included in our series!
Blue Ribbon Tag & Label offers a wide range of services and products, including food labels, pharmaceutical labels, cosmetic labels, veterinary labels and expanded text labels. If you need a professionally designed label, call us at 1-800-433-4974. We’ll get the job done.
