Japanese Private Brand Shines.


Private Brand takes many forms across multiple categories all around the world in this example from Japan elegant Swedish design is discovered rather unexpectedly in a Japanese Private Brand. ASKUL is a rapidly growing Japanese mail-order company that offers more than 41,000 items including office supplies, stationary and furniture.

In this first of two posts the design agency Stockholm Design Lab has created unique design that truly differentiates these products in a clear and graphical way: clarity equals more sales.

To see more images: Stockholm Design Lab

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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.