Waitrose Private Brand on Sundae

Simplicity hits a new level with the stark yet compelling set of designs from the English design firm Nelson Associates for the English retailer Waitrose. These sundaes use crisp photography to dramatically represent the gooey sauces. The simple white sleeve covering the standard plastic sundae container is design to read premium versus the standard deli bake label.

This is understated to the extreme, try and find a brand name on this package. Where is Waitrose?

Would this work in a US grocer?



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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.