The “Walmart” shelf is preparing for a major reset. “Great Value” is getting a new look for nearly 10,000 products across more than 100 categories. For a private brand at this scale, the redesign affects the daily choices of millions of shoppers. The brand was launched in 1993. Over the years, it became Walmart’s main private brand. It covered food, household goods, cleaning products, paper products, beverages, baked goods, snacks, dairy, and many other categories.
The project by “JKR” and “Walmart Creative Studio” became the first full “Great Value” redesign in 10 years. The rollout began with snacks in May 2026, and the full transition will take about 18 to 24 months. The timeline is tied to the scale of the changes. The packaging has to move into the new system without confusing shelves where thousands of items in different formats and price points sit side by side.
The main change is visible in the logo. The old mark relied on an oval, a thin line, an uneven shadow, and a typeface with unnecessary effects. The new version removes visual noise and brings “Great Value” back to a simple, dense presentation. The wordmark was redrawn based on a custom typeface. The letters grew larger, the spacing tightened, and the two lines achieved a more even balance.
The letterforms became more geometric, but without a cold premium look. The initial “G” works as a clear round mark inside the name, while the “e” letters get a small sense of play through a tilted axis. The ligature between “a” and “t” disappeared, so the word looks calmer and neater. The new dark blue preserves the connection to “Walmart” and looks more mature on packaging.
For “Great Value,” the logo needs to work equally well on a bag of chips, a carton of milk, a cleaning product, paper plates, and hundreds of other items. The simple construction helps the brand hold together across different categories.
The update also changes how information is presented. “Walmart” focuses on clear cues, consistent placement of nutrition facts, and product benefit callouts. In practice, the redesign should help shoppers find the right item faster and make it easier for store employees to manage the assortment. “Great Value” kept its role as an everyday, affordable brand. Still, the new image looks closer to Walmart’s largest private label.