Archer Farms gets a makeover...

MyPrivateBrand reports that Target's in-house food and beverage brand Archer Farms has gotten a facelift. I haven't seen the new packaging hit stores yet, but shown here is a side-by-side comparison of the old look vs. the new one. According to Christopher Durham, founder of My Private Brand and VP of retail brands at Theory House, the new design "abandons the Farmhouse look of the last ten years in favor of a fresh, modern, clean brand design" adding "This is a design that evokes everything we have come to expect out of premium tier private brands without falling victim to the clichés."

Durham continues "The Archer Farms logo has also received a makeover and escaped the oval with a well-done mark that has a bit of whimsy in the interlocking serif lettering and a slightly plumper rooster. The old tagline “Tasty Food, Tasty Price” has been updated to “Savor Everyday” and the accompanying packaging photography brings the idea of “Savor” to life."