Beautiful Private Brand Work for Butterfield Market

Fascinating Private Brand/retail brand work from Christine Celic Strohl at Mucca Design. The Mucca website tells the story this way.

“A New York City Upper East Side temple to luxury foods since 1915, Butterfield Market is a family-owned retail grocery famous for its superior quality food and outstanding customer service. With the addition of a new catering division, they needed guidance in creating a scalable, cohesive identity to facilitate the growth of the enterprise from a localized phenomenon to a widely recognized brand, with the potential to go national.

An essential part of our strategy was to capitalize on the store’s two main assets: its long history as a neighborhood institution, and its strong reputation for personal service, maintaining close relationships with a loyal clientele. The store’s personality gives it an advantage over the chain supermarket competition, and we expressed it throughout all aspects of the company’s communications platform. We developed a visual language that embraced the client’s history and embodied its eclecticism, including a distinctive typographic system, an iconic monogram, and engraved illustrations. Details like the abbreviation of the street name to the colloquial “Lex” reaffirm its New York character, and extensive window graphics tempt passers-by to enter.

Butterfield’s rebrand has given them valuable exposure and allowed them to expand their business to new ventures, including a popular catering service, a new gourmet kitchen, a presence in Grand Central’s food court, as well as serving from several Manhattan food carts.”



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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.