Crack the Code of the Un-Named At Duane Reade

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.

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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.