Clover Valley Tastes Better With Great Design – Dollar General.


This is the third post in a series on trends from the PLMA’s Idea Supermarket at the PLMA’s 2009 Private Label Trade Show Radical reivention of Private Brands seems to be the theme of the year for 2010 including Walmart’s Great Value redesign, Target abandoning the bullseye on it’s NBE to create it’s new brand UP & UP, and A&P’s Via Roma just to name a few. This post features yet another radical reinvention from a rather unlikely source – Dollar General. They have reworked and redesigned a significant portion of their entire Private Brand portfolio and created elegant and progressive redesigns for their food Private Brand, Clover Valley and reinvented their health and baby brands with DG Baby and DG Health. Like many retailers this year they have taken the clean white route and in their versions of the white trend are among the best, avoiding the clumsy cheapness of many of the other brands in favor of a well proportioned clean design. And check out the redesigned Dollar General website these new designs clearly reinforce the new Dollar General branding.

DG Baby

DG Health2

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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.