Private Brand Signature Chocolates from Target

choxie2Target once again delivers compelling Private Brands with its reasonably priced Choxie brand and its newest edition Choxie Signature. This beautiful packaging was designed by the Target in house team. According to the Target website The Signature Collection features world-class chocolates brilliantly hand-decorated and infused with the most distinctive of flavors. Inspired by the most epicurean tastes, each of these fine chocolates has a unique appearance, individually painted by hand. Luxuriate in the unique and delectable tastes of Sea Salt Caramel, Coconut, Tiramisu, Raspberry, Cappuccino, Mandarin Orange, Pistachio, Roasted Almond and Passion Fruit.

The package design website Lovely Package quotes Target saying “In order to create a signature packaging system for Target’s private label premium chocolate line, Choxie, we developed a signature line look based on the proprietary ‘OX’ in the existing logotype. The patterning underscores the playful brand look through colors and repeat pattern that was translated to Valentines Day and Winter Holiday signature boxes. Photography emphasizes the richness of the product and unique shape and color of the chocolates.”


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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.