Sometimes Private Brands Are Just Cool!

The package designers among my readers are no doubt familiar with the package design blog The Dieline, I have featured them here on many occasions, and the following is great commentary on Private Brand design for the Dutch department store chain Hema:

3 things I like about the Hema art-supplies packaging (above) designed this year by Studio Kluif, below.

  1. In each case, the product contained within was used to illustrate the outside.  An obvious idea, perhaps, but seldom attempted and seldom done with such aplomb. Using the product, itself, to communicate its own use, is a good, ethical move. Like putting your money where your mouth is. So to speak.
  2. And speaking of mouths, the two boxes above are another example of the “open mouth” packaging window trend, although in this case, we’re not talking food packaging.
  3. Multicolored products naturally lend themselves to rainbow arrays. There is about colors, organized according to spectral order, that appeals to both sides of the brain. I think.


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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.