Startling IKEA Private Brand.


In this second post on Private Brand design from Stockholm Design Lab we take a look at IKEA FOOD a branding solution created for the Swedish retailer IKEA when they chose to combine their food and catering operations under a single name. According to the SDL website: the packaging concept expresses the key values of IKEA: reliable, good quality and Swedish. The design is based on three approaches – photographic, graphic and transparent.

The design express an amazing level of restraint, that to American sensibilites may seem plain or stark yet somehow fits IKEA to a tee.


To see more images: Stockholm Design Lab

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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.