The Tide Rises in Private Brand Design.

This is the final installment of a 4-part series on Private Brands form Package Design Magazine; it features a interview with Glenn Pfeifer, vice president, design at Daymon Worldwide.

winn dixie coffee

Getting on the Bandwagon:
Retailers Explore Carefully Tiered Private Label Design Strategies Part 4 of a 4-part series

The tide is rising in private label package design, and the level of sophistication in brand management must rise to meet higher consumer expectations. Today’s consumers are savvy about the value they get from every dollar, and retailers are eager to cater to their needs and wants.

Package Design Magazine recently caught up with Glenn Pfeifer, vice president, design at Daymon Worldwide, to discuss recent private label package design trends. Daymon is dedicated to building private brands and has developed award-winning designs for more than 25 years for retailers such as Wegmans, Meijer, Winn-Dixie, Giant Eagle, Harris Teeter, and Roundy’s.

PDM: How has private label package design changed in recent years?
Pfeifer: More and more retailers are looking at their private label brand portfolios as true brand assets for their organization. They are looking to be more strategic in planning, to establish tiers of product offerings, and to develop versatile package design architecture. Fifteen years ago, private label would not have been able to implement sophisticated design strategies because the groundwork had not been laid. The evolutionary period was necessary to get us to where we are today.

PDM: What are the best ways to create tiers and introduce premium lines?
Pfeifer: Retailers are realizing more and more the power of their own brands. They have learned from their mistakes. A few years ago, many retailers would launch premium private label products without a definite plan. They’d launch a few products at time, or add a word like “Select” to a line, and expect the products to develop their own following. Now they are realizing that tiering is much more than adding on to their core brands. They know it is important to create new brands thoughtfully, with a long-term strategy.

Read the entire interview.



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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.