“No Name” is a Canadian food brand under Loblaw umbrella. It is well known in Canada, and it is one of those things which can be found only in Canadian stores (No Frills, Real Canadian Superstore, Your Independent Grocer, Super-Valu, Maxi, Atlantic Superstore, Shoppers Drug Mart and others). Proudly Canadian “No Name” became an internet meme because of its simplistic design and affordable low price.
Those are products that get straight to the point as BuzzFeed called them. For example there is a No Name wine, which doesn’t even says “wine” on its bottle, just “White Blank”. They have an “apple beverage”, which doesn’t try to pretend it is a high quality juice. They are not trying to increase brand value by writing lies on a package as other companies do, their only selling point is the price.
All Canadian products required by law to write everything in two official Canadian languages (English and French), but because of No Name’s minimalist design, it is also a thing. You can learn basic french in Canadian provinces with less than 5% of French speaking population by walking around stores and checking big No Name labels.
The brand was launched on March 21, 1978 by Loblaw company with 16 generic products. This company has a very strong positions on Canadian retail market and they cover all groups of buyers, from rich and middle class to less financially fortunate individuals. To compete with Walmart’s cheap goods Lablaw developed a strategy which concentrates only on low prices. They don’t invest in branding and packaging much, it is all the same for all products with yellow label.
Their website has a fun design too.
Of course No Name’s products have not the best quality, but food is food. Many people who want to save on their groceries need simple things like bread, milk and other stuff, there are many people who don’t want to overpay for fancy products and No Name fits their needs. Whet it comes to products which are very hard to fake, for example beans or peanuts, even middle class sometimes choose this brand.
The font they use called “Helvetica”, it was created by a Swiss designer (Helvetia is an old Latin name of Switzerland when it was a Roman province). This is not very popular font, but No Name uses it anyway.
also they never use capital letters…
Now they have more than 2900 different products and famous not only in Canada, but in the U.S. and other countries.