The Fresh Market Wins In-HOWse Design Award for Private Brands.

Private Brand has come along way over the last few years not the least of which has been its emergence as a potential design leader. 2009 was certainly a great year for retailer owned brand development and package design and it is evidenced in the crop of awards that is showered on retailers across the country.

The February issue of HOW Magazine includes the third annual In-HOWse Design Awards it features creative projects judged alongside the work of other in-house designers. In this years issue the creative team of Alex Blake and Andy Kurtts from the Greensboro, NC based grocer The Fresh Market is recognized for the retro-cool design of their “Fresh Market Canned Vegetables”. According to the magazine the objective of the project was to: “create a breakthrough look in reference to the packaging seen in the early 1900s for a “fresh from the garden” feel.”

Private Brand has been featured In HOW Magazine on several occasions including the 2005 recognition of the Publix Creative Services Team as In-House Design Group of the Year, the award is bestowed to outstanding design teams whose work has won multiple times in HOW competitions.

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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.