It's Only a House Brand

The local supermarket has its own house brand of products, as most chains do. Their food brand was created to be a bit exotic, even though the products often were not. As part of the logo is a tagline: Discover. Inspire. Enjoy. These generic products are a long way from that tag line. Maybe that’s why the tagline is so small on the package. They don’t want to over-promise and under-deliver on consumers’ expectations.