Private Brand English Liquor from Budgens

New Private Brand package design work for the British retailer Budgens from the English design firm Pentagram. According to the package design blog Dieline:

“New brand packaging for the Budgens gin, vodka and whisky range. Harry Pearce and his team have been commissioned to redesign the complete brand for Budgens and Londis stores.

The Private Brand has three levels, Good, Better, and Best, and many of the redesigned Good Value range have already hit the shelves with Pentagram’s designs for Good Value Jaffa Cakes and Good Value Assorted Crisps winning the Quality Food Awards 2009.

Now the first three varieties in the wines, beers and spirits range of Better products have been released with three sizes of whisky, gin and vodka. Each label takes a typographic approach with an individual letterform being adapted to capture the essence of the spirit inside. So the V of the vodka has a strong red constructivist feel with a silver foiled eagle set against it, the W of the whisky is foiled in gold against a faint thistle and the G of the gin is interlaced with a juniper branch replete with berries.

The text on each label adopts the same layout, which extends across all of the Private Brand products. It is expected that the whole redesign will take a year to roll out.”

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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.