Private Brand Keeps you Dry at Superdrug.

Some nice Private Brand design from the English design shop Burst. According to the design blog Lovely Package: “The Superdrug Nappies range is a part of the overall baby range, design update that burst did this year. It is carried across nappies, toiletries, wipes and accessories. We chose a bold iconic graphic animal theme to work across the range, reminiscent of children’s board books to engage both mother and child. The simplified iconic animals images help identify the products on shelf and aid partners and family when purchasing i.e. “The red elephant pack”. And the large bold use of type for the age also helps identify which product to select. The packs simplicity is far removed from the chaotic graphic mess that dominates the nappy sector.”



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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.