After the oil crisis, the global economy went into a recession. American unemployment hit 11 percent. And suddenly, middle-class families didn’t have money for name brands like Coke or Kellogg’s. Consumers wanted cheaper food. In response, supermarkets had to figure out how to make their store brands more appealing. One chain in France, called Carrefour, was developing a discount store brand when they had an idea. Instead of using bright colors, or putting their own name on the box, or using slogans or beautiful photos, their products were brandless. They would include just the name of the food, in black text, on a white background. This minimalist design was a brilliant marketing tool. It delivered the message that the food was cheap, and the savings were being passed down to consumers.[...]
The company hired a designer named Don Watt who created packaging that had a stark yellow background with plain black Helvetica type for every product. And Nichol didn’t just launch this new product line. He made it an entire store. The worst performing Loblaws stores were shut down and rebranded as No Frills. These new stores carried very few name brands and were dominated by No Name products. To make this painfully clear, the entire store was painted black and bright yellow. [...]
The generic brand became so powerful, it started showing up on the fringes of pop culture. In the sci-fi movie Repo Man, Emilio Estevez works in a grocery store that is slowly crushing his soul, and only stocks generic products. In one scene, Estevez eats out of a can simply labeled “Food.” Generic products represented the conformist direction of culture. These products were also featured in a music video by the punk band Suicidal Tendencies. And there was a whole series of books thrillingly called “No Frills Books.”
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