Target re-designs their generic line

I am not sure if you have heard but Target has launched a new design for their line of generic products. In the past the design aspect of generic brands did not exist as the idea was to be cheap and simple. With the recession in full swing and more and more consumers been forced to sacrifice the names brands they were once loyal to this is a brilliant campaign. By revamping their look, or rather creating an identity, they will attract more customers who want to save money but don't want to completely loose the essence of traditional name brands. Here are two articles about it.

http://www.underconsideration.com/brandnew/archives/bulls_eye_flies_up_and_up_up.php

http://www.minnpost.com/businessagenda/2009/06/25/9833/target_designers_succeed_again_with_up_and_up_brand