Lowes Foods Takes A Fresh Look At Private Brand.

Winston Salem based supermarket retailer Lowes Foods has more than 100 stores in North Carolina, South Carolina and Virginia and was founded in 1954 as a single store in North Wilkesboro, NC. Private Brands at Lowes are primarily from Topco however they maintain a national brand equivalent, mid tier Private Brand that carries the banner name. The brand and the retailer are currently undertaking a refresh introducing both a new loyalty program and new Private Brand package design. The new design features an update logo as well as an interesting twist to the white-based package design that has become the rage in Private Brand design. The white ground combined with a bright green fade on the top and a bright blue fade on the bottom present a distinct and cohesive look for the brand. Note the old and new designs in the following pictures this is a significant change.

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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.