Private Brand is GreenWise at Publix

Florida based grocer Publix has long been known for its elegant white Private Brand products under its eponymous house brand, in 2005 their in-house design team won the InHouse Design Group of the year and the following year were featured in an article in the New York Times Magazine titled Shelf Improvement. Unfortunately there is not a Publix in Charlotte, so when I travel to a Publix market I make sure to spend some time browsing the aisles. Their white design has stood the test of time and is, in my mind; still one of the best examples of modern European influenced white Private Brand design. However over the last year the barbarians have invaded the gates and design that was once new and fresh is on every shelf at the local Walmart, Target and Dollar General, white is everywhere!

So I can’t help but wonder what is next for these American Private Brand groundbreakers.

So beyond the white the biggest impact when I walked the store was the expansion of their natural and organic brand Greenwise. What was once a small brand has expanded to be a visually compelling and powerful brand reaching throughout the store. With products ranging from fresh chicken to charcoal Publix has taken the notion of a natural and organic brand to the next level. The packaging is distinctive and engaging particularly in contrast to the house brand. It is clearly positioned as a quality option even when merchandised next to Publix Premium products.

With the economic recovery hovering at the horizon Publix and Greenwise should be well positioned to take advantage of increased spending, improved consumer confidence and our need to better take care of our families.



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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.