Funny. Walmart did this with their Great Value brand in '08 or '09. I am not sure if they continue with this color/minimal generic brand design or not. Google Image search for "great value walmart white label": http://goo.gl/yznJb
That's more or less what HEB's store brand looked like in the early 1980's (HEB is a South Texas grocery chain). But, I think all of the generic products were on one aisle rather than mixed in.