Private Brand Dusts the Mediterranean

Gran Farina is a Private Brand developed for use in Eastern Mediterranean markets and was commissioned by Federated Mills, Malta’s only flour milling operation. The designs were created by the Malta based design agency Mangion & Lightfoot who developed the name and visual identity along with a range of packaging for the 6 main types of flour they planned to market.



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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, and consultant who has worked with Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro, Lowe’s, Food Lion, Hannaford and more building private brands. 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 latest book Vanguard: Vintage Originals a look at innovation and disruption in private brand going back to the mid-1800’s. Durham lives in Charlotte, NC with his wife Laraine and two daughters Olivia and Sarah.