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The aim of this book is to analyse the trade dress of a particular private label brand against its leading competitors, examining the aspects of repetition and innovation in the use of graphic elements. The aim is also to see whether this brand, by using graphic elements similar to the leading brands, potentially provides the same added value as the big brands. To this end, a private label product and its leading brand counterpart were selected. A total of three categories of own-brand products were chosen, and the criteria for analysis were based on the products that showed the greatest variation in shape, direction and material. The analyses will be based on theories of visual communication and some concepts from Charles S. Peirce's semiotics.