Can Private Brand Lead Packaging Innovation.


This package design from Cubis Ltd introduces evolutionary beverage container Cubis, a new packaging concept designed for the grab-and-go generation with a one-hand action for opening and closing. Cubis is the world’s first stackable plastic beverage container with a flip-top cap that reduces CO2 emissions and maximizes the retailers’ shelf value. This is the type of innovation the retailers should be first to market with. Strong design that maximizes shelf space and can truly differentiate a private brand. All of the retailers, manufacturers and agencies who envied the Target cereal launch this past year have the opportunity to be first to market with this one.

Who will be first to market?

Official release date is September 15th during Foodtec, where Cubis is shortlisted for the Beverage Innovation Awards in Munich.”

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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.