Private Label Brands Embrace Own Identities in Packaging Design

The days of store brands being tradeoffs from national brands are gone. That change brings new opportunities for packaging partners on both ends of the spectrum. Higher-income households are embracing private labels, unit sales of store brands are growing as those of national brands decline and a majority of Gen Z consumers believe private label products are just as good as branded items. “Being price savvy has become more of a badge of honor,” said Lisa Peteet, creative director and co-founder of Atlas Branding, a branding and packaging agency. Younger consumers have “embraced buying private label, but they still value design.”

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