Private Brand from Scratch.

England has long been a leader in Private Brand development, strategy and design, with high penetration percentages and corresponding loyal Private Brand shoppers and it continues to bring innovative Private Brands concepts to market.

scratch 1

The website of Brandy a London based branding and design firm features the work they completed for food retailer Scratch. It continues with the clean and minimalist design that has become prevalent in most European Private Brands and combines it with the retail experience to present a complete Brand Experience.

Scratch2According to their website:

Scratch is a young company helping busy Londoners cook real food. Their meal boxes contain all the fresh ingredients you need to cook a fantastic meal… from scratch.

At the heart of the brand is the product, and we wanted to elevate the honest, fresh ingredients along with the brand name. To achieve this we built the identity around a simple idea: everything the company produces – from meals to business cards – comes ‘from scratch’.

On products this creates a useful double meaning. The description of the meal to be cooked ‘…from scratch’ simultaneously delivers the logo and the idea that this is a product from the Scratch brand.

As America begins to emerge from the current economic malaise there is an opportunity to deliver healthy convenience, and this evolution of the Meal Prep business that many American grocers have tested could be an interesting test case.



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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.