Cement Giant Tiger’s position as an affordable, full-shop destination with a private label general merchandise discount brand.


Giant Tiger shoppers, though incredibly loyal, spread their wallet across other discount mass merchandisers. General merchandise was a category where Giant Tiger scored poorly across a variety of competitive metrics, despite the fact that there were no strong competitive private brands in the general merchandise category.


We created the Yellow Tag brand to simply and clearly state its promise: unbelievable, every day low prices for all your household needs. A simple, clean design is approachable and positive and stands out compared to national brands and their traditional colourful packaging.. Yellow accents, the minimalist design and the ‘deal tag’ icon signal savings. A highly legible messaging system allows product attributes to stand out, and simple photography is used to aid product identification.


Yellow Tag won a PAC award fro new brand development and package designs. Sales have significantly exceeded sales targets and new products are being introduced under the Yellow Tag brand each season.

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