Private Brand Soda Sparkles at A&P

Some nice Private Brand work from the New York based brand strategy & design firm United*. In 2009 and 2010, the iconic American grocer A&P commissioned United* to completely redefine their Private Brands in the beverage category. This included developing a segmentation strategy across sodas, mixers, seltzers and sparkling waters, which gave each segment of the category its own individual personality.

The redesign includes almost 100 different America’s Choice skus, the redesign was sensitive to the existing brand equities of America’s Choice, while exercising the freedom to break away from the established architecture where appropriate. As a result the new designs not only reinforce the America’s Choice brand but also create energy and impact within the cluttered beverage category.

The sodas create a nice billboard in aisle, with stylized fruit iconography and an overall cleaner more modern voice. Sparkling waters are unique and impactful, with the colored droplets reinforcing flavor and function.  The party mixers have a party attitude compared to the traditional stiff national brands. This new Private brand work brings a fresh, modern sensibility to the beverage aisle.



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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.