The combination of inflation, shrinkflation, and greedflation has really been squeezing consumers lately, forcing them to find ways to stretch their budgets. And CEOs of big CPG companies suggesting breakfast cereal for dinner as a way to save money isn’t exactly what folks struggling to make ends meet want to hear.

While the folks at Kellogg’s are addressing economic austerity with unsolicited and unwelcomed advice, other companies like retailer Target are taking a different approach, launching budget-friendly private label sub-brands like dealworthy.

Through dealworthy, Target offers a wide range of products, from bath products to electronics, at a lower price. More noteworthy for packaging and branding design nerds, however, is dealworthy’s no-frills presentation, especially true given Target’s history of designing attractive private labels. Visually, dealworthy stands in stark contrast to Target sub-brands like Good & Gather, Kindfull, Everspring, and the dozens of other brands found at the Minneapolis-based big box chain. The simple white and red packaging connects dealworthy to its corporate parent but is otherwise nondescript.