Great Value was a system challenge at a massive scale. Found in 9 out of 10 U.S. households, Walmart’s flagship private brand spans nearly 10,000 food and consumables products across shelf and digital. As part of the JKR design team, I worked on the brand’s refresh, helping create a packaging system that could stretch across categories without losing clarity, recognition, or ease of use.

My role focused on developing the system, applying it across categories, and building guidelines for rollout. The work centered on creating a clearer, more ownable visual language, with stronger brand presence, more intuitive hierarchy, and flexible rules that could scale across thousands of SKUs while still feeling simple, familiar, and unmistakably Great Value.

STUDIO
Jones Knowles Ritchie

ROLE
Designer

SCOPE
Brand Identity

TEAM
CD: Alex Boulware
DD: Gabi Lamontage, Greg Altoff
DESIGN:  Jane Jun, John Vetter, Mira Dandiker, Jorge Castillo, Elyssa Yim, Juan Martinez
MOTION: Griffin Keller, Isaac Riches, Andrew Stubbs Johnston
3D: Mat Brown