This is the second in a series of posts from my recent trip to NYC. Over the last few months much has been written about Duane Reade and their acquisition by Walgreen. Their new premium food Private Brand DR Delish has received also great deal of notice and was certainly important in the repositioning of Duane Reade that happened over the last few years. But if you haven’t seen Duane Reade’s unnamed lower tier Private Brand you have missed the story. The brand created by New York based CBX and features a fresh consistent white based design that radically places the UPC code front and center. The bar code becomes artwork as it morphs from package to package taking on the shape of iconic New York City landmarks. The design solution is so simple it may seem easy but the reality is far from that, it elegantly supports the overall New York positioning of Duane Reade and creates an identity, a Brand, for a value priced, unnamed set of products.