Private Brand Goes Gourmet At William Sonoma

San Francisco based high-end cookwares, furniture and linens retailer Williams-Sonoma sells this beautiful line of Private Brand food and beverage products. The packaging designed by California-based PhilippeBecker uses a warm, friendly color palette and a variety of processes such as foiling, die cutting and blind embossing to add a luxury feel to the products. The effect is a Private Brand that reinforces the retail brand and builds on the total William Sonoma experience.


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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.