Anyone who’s ever gone inside a Walmart might be familiar with their private label products; the Great Value name that Walmart uses as their store brand. Fairly easily identifiable by the uniformity of white packaging or labels, and their minor variation of colors based on the product.
It’s clean and it’s simple, there’s absolutely no denying that. It’s exactly what Walmart wishes their own brand to appear, despite the fact that their name is synonymous with lower-class America, but I’m straying from the point. For its efforts and objective, the current iteration of the Great Brand identity has won a couple of design awards, and received lots of accolade from the general design community.
It is that part of the story, that I cannot necessarily agree with.