I find it amazing that a company spends millions on a re-brand in the middle of a recession. They re-brand everything, from the little logo’s on your uniform, the fonts on every document you can imagine, even the training DVD’s have been changed. As to when it comes to the value range, much like Tesco’s it’s basic colours with a simple picture on the box. Still a time consuming thing to design with the necessary marketing teams and so forth. When it gets to the stage of proofing though, well they must have employed a blind person!